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II. Brand - Endorser (B-E Interaction)

Every brand has a personality and the traits found in the brands should be reflected in the celebrity too. A mismatch leads to confused audience and lack of brand recall.
Worse, in some cases it might even lead to association of the celebrity with the competitors brand (e.g., Nerolac Paints where Amitabh Bachchan being a brand endorser of Nerolac paint was perceived to be associated with Asian Paints).

Another necessary criterion which needs to be taken into account is that the brand should not get hidden behind the aura of the Celebrity. This kind of campaign is more detrimental for the brand because the brand never comes to the main stage.

Is Celebrity Endorsement Always the Best Method for Promoting a Brand?

Companies in many cases, prefer not to use a celebrity, but instead go ahead with a spokesperson which has been tailor made for the product by the company. The following are the advantage of such a strategy: -