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Content Tip |
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A large number
of promotional products are adorned with catchy slogans, words
and content that portrays the brand or the Company it is
designed for. |
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STAR WARS: The Battle of the
Brands
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The moment we switch on our television
channels we see the stars/celebrities not in movies or serials but
in advertisement of particular brands to promote them. As it has been
observed that the presence of a celebrity helps in selling there products
and firms invest huge amounts for hiring the right celebrity. Firms invest
lots of money in associating their brands with qualities such as
attractiveness, likeability and trustworthiness. |
The important issue is to match the values
or characteristics of the celebrity with values of the brand. Consumers
use these products or purchase them because they have been endorsed by a
celebrity or well-known personality. On the other hand too much popularity
of the celebrity sometimes over shadows the brand. If the celebrity is
involved in more advertisement it tends to create confusion amongst the
consumers and hence it may create a negative effect in the perception of
advertisement and the brand.
Celebrities are involved in advertising
since the late 19th century one of the first sports endorsements in India
was of cricketer turned model Farokh for Brycleen. Then there was a
spurt of advertisements with celebrities like Tabassum (prestige
cooker), Jalal Agha (Pan Parag), et al. From television to film
personalities using cricketers to endorse products was a natural
progression. Celebrity endorsements give a brand a touch of glamour
and the hope that the famous face will provide the added appeal and
attract the crowds. It also depends upon the type of product being
advertised like if it is a functional brand than product itself is a hero
e.g. Mobiles and in case of image brands like soaps, soft drinks it is
difficult to distinguish between the brands at an emotional level.
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One of the companies having maximum number
of celebrities endorsing their brands is Pepsi Soft Drinks Company.
Pepsi has a vast number of celebrities from Amitabh Bachchan to Shah
Rukh Khan. There have been cases where sales figures change
dramatically after celebrity endorsements for e.g. According to Rahul
Malhotra associate Director Marketing P&G India, “Certainly it has helped
us promote our brand ‘Head and Shoulders’.
Last year, we were ranked no. 2 and this
year we are market leaders in the segment with over 45 percent market
share.” Advertisements of the soap imply that the stars owe their stunning
looks to the brand. |
At times celebrity endorsements ensures the
attention of a target group and make the brand more noticeable. Even
consumers think that if a celebrity is using or getting benefits from that
particular brand so they will also get the same. But all this varies from
person to person according to age, sex, socio-economic status and other
classifications. Certain socio-economic class may not be attracted by
personalities or celebrities who are not so famous or well known or who do
not have universal appeal.
Like every coin have two sides same way the celebrities can even have
negative impact on consumers. If the celebrity represents the values that
conflicts with values of brand the advertising would create conflict in
the minds of target audience. Even when there is anything negative
regarding the celebrity in the news, then the brand is bound to be
affected.
Multiple product endorsement also has a
negative impact on customers for eg. Amitabh Bachchan endorses
multiple brands like Pepsi, ICICI, Nerolac, etc. It has not worked
some cases while in some it has not D. K. Jain chairman and president,
Luxour writing instruments pvt ltd. The marketer of the parker brand said,
“Using Amitabh Bachchan as our brand ambassador had helped in
strengthening our brand image and recall with target audience. In case of
Nerolac Paints around 80 percent of the respondents when asked to
associate Bachchan with any paint, did so with Asian Paints, which is
biggest competitors of Nerolac.
The debate about celebrity endorsement will go on as long as the
companies’ pay them heavy bills and consumers continue to be attracted by
the star! The party is likely to go on!!!
Contributing Author:
Viki Shah Masters in Mass
Communication and Journalism
viki_j_shah@yahoo.com
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