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Before we go into analyzing success and failure stories of brands, we examine the title once again and try looking at it extremely minutely and seeing what is the essence and objective about writing a paper on a subject which has been researched many a time.

The Impact

As defined earlier, impact would be both short term and long term, but here the focus would be more on the long term implications of the brand. Measurement of this would be challenging and data would be difficult to obtain. The parameters on which impact could be measured would be on a comparative basis of the brand before and after the celebrity began endorsing the brand. Sales / revenue, market share, brand recall, level of repurchase, brand loyalty, trust, image and perception of the brand per say.

In this trend of creative advertising, we see usage of celebrities of all walks in life - particularly actors, film stars, models, sports persons, and the whole gamut. But the usage can always backfire if the choice of the star is completely contradictory in nature to the brand. Believability and association of brand to celebrity is important.

Selection of celebrities can be done while they are at their peak or when they are destined for greatness in the near future. Again a risk that may go either way. What is important at some level is the value that a celebrity adds to a particular brand. The advertiser tries his best to make the celebrity and brand as analogous as possible. The celebrity endorser is seen to score quite well on dimensions such as trustworthiness, believability, persuasiveness, and likeability when tested for reaction from people. This is important to a marketer as if he can get a celebrity to make the masses follow, believe or listen to him, he has been successful.

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* Contributed by: -
Naveen Blazey & Shashi Kanth Ganti,
Goa Institute of Management, Goa.