It is also defined as a marketing strategy in using one or more celebrity glamour or popularity or personality to market such a product or services, in achieving sales target in any areas of which the company interested in. The use of celebrity endorsement will contribute to brand name recognition and creates a positive association with the endorsed product. (Harbor, 2009) Harbor (2009) suggested a celebrity should meet 4 baseline criteria identified as FRED - Familiarity, Relevance, Esteem and Differentiation. Familiarity is the first essential component of an effective endorser.
The target market just perceive the endorser as friendly, likeable and trustworthy . The endorser should be friendly, easy to make friends or talking to. She/He would also being somebody that easy to be likeable, easy and being accepted as a popular icon by a large audience. Trustworthy is also a major aspect as the celebrity should be trustful and carries a particular image to match the product. For instance, Emir Khan endorsing Coke in India because of his trustworthy personality and Cassowary Aria as endorser for Coke for her likeable identity.
Relevance is the similarity or some links between the endorser and the product, as ell as between the promoter, endorser and the audience. Large companies with well-est. II D seen Drank equity Ana Image wall see ten value AT partnering w t I n MGM profile athletes' in an effective manner. (Harden, Kipper and Sara, 2008) The endorser preferably should be in the similar field as the products they endorse. The endorser should also have similar needs, goals, interests and lifestyles to the brand / product to be endorsed with.
This similarity / relevance will create a situation where the consumer feels empathy for the person shown in the commercial. Example, if it is a sports product, the endorser should also be a celebrity in sports life where it may help the audience to relate between the products and the endorser, which could then increase the level of persuasiveness. Hay Mining engaged as celebrity endorser of "Rebook" in China is an example. Esteem means respect or expertise. An endorser should have an expertise or esteem to market a certain product.
Consumers must have the utmost respect for the celebrity in order for the commercial or promotion to be credible. Amanita Backchat as a celebrity endorser of ICC Bank in India is a great example. Backchat, who endorses the financial instruments of ICC Bank, has elevate the status of the bank in the eyes of foreign and local clients and customers as ICC Bank is a name to be reckoned with in the world of banking today. Wooing the key existing and potential target customers is the trait of a successful promotion strategy.
However, the marketing manager should be able to offer significant value propositions in the services / products offered to the customers. Thus, one needs to integrate celebrity endorsement with other marketing programs and ensure that the celebrity attributes align with the overall brand or company. Companies that succeed in developing such plans are the ones to succeed in the long-term. The public must see the endorser as different from all the rest. It means the right person to endorse the right product. The endorser should have a different personality/image from other celebrities' personality to endorse a product.
For example, Shark Khan who is seen as the youth icon is the perfect candidate to endorse Pepsi, a youth-based drink, in India. Brand image from a layman's perspective is defined as visual, emotional, rational and cultural image Sushi and Alleluia, 2008). A brand is a distinguish name and/or symbol (such as logo, trademark, or package design) intended to identify the goods or services AT letter one seller or a group AT sellers, Ana to Transliterate tense good services from those of competitors (Bohemia, 2008). s or Brand Image is supported by advertisement, media and companies and in trend it's supported by celebrity.
These examples are basically sending only one message across, that is when consumer watches the advertisement, it shall result in emotional and sense of buying in which you may associate with a company or the product. Brand image from the celebrity endorsement point of view, according to Sushi & Alleluia, 2008), create positive feelings towards brands, connecting user to brand and are perceived by consumers as more entertaining. The importance of brands lives and it is everywhere in our lives. We see brands at anywhere we go, we shop, we eat, we sleep, we bath and communicated with.
Brands have invaded in every part of our lives (Stiff, 2006). We are in actual fact, cannot live without brand. We are very conscious of brands image in every single moment of our lives. According to Stiff (2006), products are made in the factory, but brands are created in the mind. Below explains what celebrity endorsements actually do to brand image, according to Josh & Alleluia (2008). Many companies nowadays have used celebrity endorsers as their brand ambassador in order to promote, to campaign, to advert and to publish their brands.
It has become a trend to follow if the company wish to pursue to globalization level in their branding and also if they need to create instant awareness, re-fresh their unknown brand/product and/or trying to save their brands by using celebrity endorsement. An example of instant awareness is when Amanita Backchat was engaged as a celebrity endorser for ICC Bank in India. Backchat, who endorses the financial instruments of ICC Bank, has elevate the status of the bank in the eyes of foreign and local clients and customers as ICC Bank is a name to be reckoned with in the world of banking today.