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The celebrity’s role is the most explicit and profound in incarnating user associations among the above mentioned points. To comprehend this, let us analyze the multiplier effect formula for a successful brand: -

S=P* D*AV -- the multiplier effect

Where
S is a Successful Brand
P is an Effective Product
D is Distinctive Identity
AV is Added Values

The realm of the celebrity’s impact is confined to bestow a distinctive identity and provide AV to the brand; the celebrity does not have the power to improve or debilitate the efficiency and features of the core product. Thus, we are gradually approaching an evident proposition claiming, "The health of a brand can definitely be improved up to some extent by celebrity endorsement. But one has to remember that endorsing a celebrity is a means to an end and not an end in itself."

An appropriately used celebrity can prove to be a massively powerful tool that magnifies the effects of a campaign. But the aura of cautiousness should always be there. The fact to be emphasised is that celebrities alone do not guarantee success, as consumers nowadays understand advertising, know what advertising is, and how it works. People realize that celebrities are being paid a lot of money for endorsements and this knowledge leads them to cynicism about celebrity endorsements.

Compatibilty of the Celebrity’s Persona with the Overall Brand Image

A celebrity is used to impart credibility and aspirational values to a brand but the celebrity needs to match the product. A good brand campaign idea and an intrinsic link between the celebrity and the message are musts for a successful celebrity involved campaign. Celebrities, no doubt, are good at generating attention, recall and positive attitudes towards advertising, provided that celebrities are supporting a good idea and there is an explicit fit between celebrities and brands.

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