by State Library and Archives of Florida

The Impact of Celebrity on Branding

The society that we live in can not only be called secular or democratic, it should be more appropriately termed as over-communicated these days.Today ‘Celebrity Endorsement’ has attracted immense debate on whether it really contributes to the brand building process or whether it is just another lazy tool to make the brand more visible in the minds of the consumers. Although it has been observed that the presence of a well-known personality helps in solving the problem of over-communication that is becoming more prominent these days, there are few undesirable impacts of this practice on the brand.

Firms invest huge amounts as advertising expenditure for hiring the right celebrity. However there lies uncertainty with respect to the returns that the company might be able to garner for the brand. The issue of matching the values of the celebrity with the brand values is also very important, i.e. getting the right celebrity to endorse the right brand. Consumers perceive the brand as having superior quality because it has been endorsed by a credible source. This makes endorsement as one of the indictors of quality for any brand. Corporate credibility along with endorser credibility plays a significant role in the attitude of the consumer towards the brand and the advertisement respectively. On the other hand, the over popularity of the celebrity sometimes overshadows the brand. If the celebrity is involved in multiple endorsements, it tends to create confusion among consumers and hence negatively affects the perception of the advertisement and the brand. So its very difficult to say whether celebrity endorsement creates a positive or a negative impact on brands.

Lets see to the positive impacts of celebrity endorsement.: Approval of a brand by a star fosters a sense of trust for that brand among the target audience. This is especially true in case of new product. Celebrities ensure attention of the target group by breaking the clutter of advertisements and making the advertisement and the brand more noticeable. A celebrity’s preference for a brand gives out a persuasive message and hence, because the celebrity is benefiting from the brand, the consumer will also benefit.  Michael Jordan is Nike’s “Air” and Pierce Brosnan is Omega’s “Seamaster.”

Another invaluable benefit from celebrity endorsements is the public relation opportunities.

Negative impacts of Celebrity Endorsement on the brand

More often talked about is the extreme usage of a celebrity called ‘lazy advertising’, that is inadequate content masked by usage of a celebrity15 . A good example is the use of Boris Becker by Siyaram and Steve Waugh by ANP Sanmar. Also as said earlier, associating with a star, in itself does not guarantee sales. There is also the fear of Brand-celebrity disconnect which points out that if the celebrity used represents values that conflict with the brand values, the advertising would create conflict in the minds of the target audience.

Alter EGO Impact Ego with Garlic (Original) 1000ml Sale!

• No.1 selling hair treatment

Impac Ego with Garlic
Original…..And still the best
This special cream, rich of peptydes, vitamins and mineral salts which derivate from wheat and garlic represents an excellent substitute for hair treatment with animal extract. It leaves the hair soft and strong and it is ideal to use on treated hair, such as bleached, dyed and permed.
Crema enriquencida con peptidos, vitaminas y sales minerales extraidos del trigo y de ajo. Representa un excelente substraccion de los tratamientos con extrac

Rating: (out of 13 reviews)

List Price: $ 43.99

Price: $ 29.99