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Marketing Management | "Impact of Celebrity Endorsement on Overall Brand"

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Impact of Celebrity Endorsement on Overall Brand

- by Saurbh Katyal *

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Page - 2

Before we can scrutinize the effects of celebrity endorsement on the overall brand, we have to ferret the implicit nuances that act as sources of strong brand images or values: -

  • Experience of Use: This encapsulates familiarity and proven reliability.

  • User Associations: Brands acquire images from the type of people who are seen using them. Images of prestige or success are imbibed when brands are associated with glamorous personalities.

  • Belief in Efficiency: Ranking from consumer associations, newspaper editorials, etc.

  • Brand Appearance: Design of brand offers clues to quality and affects preferences.

  • Manufacturer’s Name & Reputation: A prominent brand name (Sony, Kellogg’s, Bajaj, Tata) transfers positive associations.

    Next

    * Contributed by -
    Saurbh Katyal,
    Symbiosis Institute of Management Studies (SIMS), Pune.

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