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A celebrity can certainly enhance a brands growth.
In this day and age using celebrities to endorse products has become a norm for all marketing forms. This form of advertisment has been in practice for years now and with time this practice has taken stronger roots in the marketing industry and grown strength by strength.
A celebrity can certainly enhance a brands growth, sales and place in the market by simply endorsing the product. Marketing firms overtly acknowledge the power of celebrities in influencing consumer-purchasing decisions.
As Aristotle said once, “Any brand can get a celebrity. That is easy. But getting a celebrity consistent with the right brand, to the right degree, at the right time, for the right purpose and in the right way... that is not easy", and though Aristotle said this in the eighteenth century, this quote holds its place in this day and time aswell.
When a celebrity endorses a product it instantly gives that brand credibility and it makes it attractive for the consumer to purchase that particular product compared to similar products present in the same category at the retailers. A celebrity endorsement also raises the quality benchmark for products being endorsed as the consumer views celebrities to only use products which are credible or of the highest quality.
It has become a mind set that a celebrity endorsing a product can give the product an instant freshness, an image which sets it above other products and provides opportunities for the company to move further a field and progress and broaden their horizons in the industry. Celebrities also give a new dimension to the product as the product then becomes a part of the celebrities lifestyle and gives the product a reputation that it is a well known and an expensive product and it is highly recommended product.
Although celebrities can take a product to new heights of success at the same time it can also stop the product from being reaching to the massess. It can create doubts in the consumers mind about the costing of the product and it can be percieved as being expensive and also it can keep a number of people away from even trying the product who do not particulary like that celebrity hence a celebrity can become a hindrance to a products success.
It is a huge belief of the marketing sources that when a celebrity endorses a product, their fans and people who admire them and respect them tend to buy that product as they feel they can associate themselves to the celebrity and can feel they are a dovoted and loyal fan. Since a majority of consumers do have that attitude towards celebrities hence by getting celebrities to endorse the products marketing firms are maximising on not only on the potential of their product but also maximising on the emotional state of the consumer towards the celebrities.
A celebrity certainly can build brand credibility in a very short period of time (Abbot et al., 2001) by just having that product associated to them and their life. Furthermore, Mullikin and Petty (2006) state that “appearing of a celebrity in advertising can build some independent credibility to the advertisment. “
Celebrity endorsing opens doors to the world for any brand and product as celebrities are not confined to a country or a culture (Kaikati 1987). Celebrities are accessible to the whole world just due to their ability to use media at their own convenience. Due to the presence of cinema and satellite television all over the world celebrities are able to cross the barriers of culture and religion and reach out to millions across the world and when these celebrities then go onto endorse these products it automatically makes the whole world accessible to these brands to then reach beyond cultures and religions hence enabling the brand to reach massessa cross the world and enabling the company to become a local, credible and recognised brand across the world.
On the other hand due to the introduction of the satellite television culture across the world, celebrity eondorsement can also close doors for certain brands to reach few cultures due to the celebrities’ lifestyles and rumours about them which then closes doors for an elligible brand not to reach audience who can benefit from their product.
Products which are endorsed by celebrities certainly have an advantage over their competitors (Wright,2000), since public tends to follow and replicate the lifestyles of the celebrities they admire which then leads them to buy the products which are being endorsed by their favourite celebrity, since the public believes the celebrity uses that product as well.
Though it seems simple that celebrity endorsement can easily increase sales and give the brand credibility, it is a painstaking exercise to choose the right celebrity to endorse a certain brand or product.
The diagram below shows the process involved in celebrity endorsement:
Attractiveness of the Celebrity
Cedibility of the Celebrity
Meaning transfer between the celebrity and the brand
Before any brand signs on a celebrity to endorse their product they need to consider the above.
Attractiveness of the celebrity: according to the famous saying “beauty is in the eye of the beholder"; in this day and age appearance and beauty are the key ingrdients of ones personallity and presence. Common sense dictates that a good looking and stunning endorser would certainly impact the company in a positive manner compared to an endorser who might not be physically appealing. The endorser has to be attractive in all aspects like physical appearance, intellectual capabilities, lifestlye and family life in roder to engage the consumer and gain the consumers interest. It is a given that an attractive endorser will go onto have a greater chance of ensuring the product is received by the massess and being able to entice the audience to be like them and appear as them.
Secondly the credibility of a celebrity has a huge impact on the endorsement. Any brand using a celebrity to endorse their product must ensure that their quislings is successful, the personal, social and financial credibiltiy of the celebrity is cruicial. A celebrities credibility is not just about the celeberity but it also creates credibility for the endorsement which then leads the consumer to choose that particular product from the shelf rather than go through every single product present on the shelf and then make the decision of choosing the right product.
Last but not the least it is very important that the success of the brand-celebrity collaboration heavily depends on the compatibilty between the brand and the credibility in terms of identity, personality, positioning in the market, competitor analysis and lifestyle.
In order to achieve a successful collaboration between the brand and the celebrity these compatability factors are the key to leverage the maximum from the collaboration.
Although companies need to follow this process in order to achieve successful brand-celebrity collaboration but it certainly can be odd to find such a celebrity who would fulfill these criteria. Certainly depending on the essence of the brand, companies can be selective about which factor has more emphasis over the other. (Venture Republic 2002)
All brands wanting to use celebrities to endorse their products need to ensure the following vital perspectives are considered explained below:
Precision and long lasting committal: Companies need to maintain a precise and long lasting relationship with the endorser in order to validate an identity and place for their product in the market. Above all companies need to see these endorsers and the endorsements done by them as a long term planned out decisions making a positive impact on the brand.
Three requirements of choosing a suitable celebrity: All companies need to ensure that the celebrity they are choosing to endorse their brand and product meets their basic requirements before any agreements are done. The companies must ensure that the endorser’s physical appearance will attract the general public, the endorser is seen and perceived to have a sound standing in the society and the endorser must come across as someone who has ample knowledge about the product. All said and done it can be a hard task to find a celebrity who would meet these criteria.
Celebrity–brand match: Consistent with the principles discussed earlier, companies should ensure a match between the brand being endorsed and the endorser so that the endorsements are able to strongly influence the thought processes of consumers and create a positive perception of the brand.
Constant monitoring: Companies should monitor the behavior, conduct and public image of the endorser continuously to minimize any potential negative publicity. One of the most effective ways to do this is to ensure that celebrity endorsement contracts are effectively drafted, keeping in mind any such negative events.
Selecting unique endorsers: Companies should try to bring on board those celebrities who do not endorse competitors’ products or other quite different products, so that there is a clear transfer of personality and identity between the endorser and the brand.
Timing: As celebrities command a high price tag, companies should be on the constant lookout for emerging celebrities who show some promise and potential and sign them on in their formative years if possible to ensure a win–win situation.
Brand over endorser: When celebrities are used to endorse brands, one obvious result could be the potential overshadowing of the brand by the celebrity. Companies should ensure that this does not happen by formulating advertising collaterals and other communications.
Celebrity endorsement is just a channel: Companies must realize that having a celebrity endorsing a brand is not a goal in itself; rather it is one part of the communication mix that falls under the broader category of sponsorship marketing.
Celebrity ROI: Even though it is challenging to measure the effects of celebrity endorsements on companies’ brands, companies should have a system combining quantitative and qualitative measures to measure the overall effect of celebrity endorsements on their brands.
Trademark and legal contracts: Companies should ensure that the celebrities they hire are on proper legal terms so that they don’t endorse competitors’ products in the same product category, thereby creating confusion in the minds of the consumers.
Some researches show that more than 20% of all television advertisments include celebrities and brand companies pay a lot of monies for their services (Belch & Belch 2001) and celebrities who are admired and respected by the public, advertisers are willing to pay any amount to these celebrities tpo have them endorse their products. Advertisers believe that celebrities can then persuade the audience emotionally and effect their purchasing behaviours however where celebrity endorsing can make advertising more believable and can improve brand recognition along with creatinga positive attitude towards the brand and create distinct personality for the brand (Agarwal & Kamakura 1997), it also has its fair share of disadvantages.
“The role that celebrities play in people’s lives goes beyond a voyeuristic form of entertainment, but actually fulfils an extremely important research and development function for them as individuals and for society at large" Pringle (2004) According to Pringle the role of celebrities in our lives is very effective because they found that their informal IPA survey shows that 84% of them had one time or more, been told that they remind someone famous (Pringle 2004) And perhaps a lot of people empathize theirselves with some sort of celebrities (Pringle 2004) Therefore companies must consider about the solutions of using celebrity endorsement and must be careful about the overshadowing or overexposing which can effects the consumer’s reception (Belch & Belch, 2001).
Adding to the above it is importing that the brand-celebrity relationship remains untarnished. If at any point there are some complications in the relationship it directly affects the brand hence the audience market reacts accordingly. Also if a celebrity gains negative reputation overtime whilst endorsing a certain brand, it will have a direct negative impact on the salesand also on the image of the celebrity. For example Kate Moss and H&M, after being pictured taking drugs in Daily Mirror newspaper, a lot of brands she endorsed such as Chanel, H&M cancelled their campaigns and contracts with her. Chanel didn’t renew the contracts with her whereas H&M completely cancelled it. Because the H&M Company argued that most of their clients are young people, and any association with drugs can damage the chain's image. Another example of this, Air Jordan's generated revenue sales of $130 million in the first year. But after Jordan missed 62 games, the sales dropped miserably in the second year. This shows that celebrities easily affect a brands image.
The important aspect that companies must note is that celebrity endorsements cannot replace the comprehensive brand building processes. As branding evolves as a discipline companies must be extra cautious to utilize every possible channel of communication rather than just a celebrity endorsement. When all other steps in the branding process is followed and implemented, then channels such as celebrity endorsements can provide the cutting edge.
For our product our choice of celebrity is going to be George Clooney, who will endorse our product in the next advertising campaign. We chose George Clooney because he is the best suited to our customer profile and our target audience.
George Timothy Clooney (born May 6, 1961) is an American actor, film director, producer, and screenwriter. For his work as an actor, he has received two Golden Globe Awards and an Academy Award. Clooney is noted for parlaying his celebrity into social activism and has served as one of the United Nations Messengers of Peace since January 31, 2008. Clooney achieved stardom when he was selected to play Dr. Doug Ross, alongside Anthony Edwards's and Noah Wyle's characters on the hit NBC drama ER from 1994 to 1999. Clooney is one of the three people to have been given the title of “Sexiest Man Alive" twice by the People Magazine, in 1996 and again in 2006. Clooney has appeared in commercials outside the US for products like Fiat, Nespresso and Martini. Clooney was also named one of Time magazines 100 Most influential People in the World in 2007, 2008 and 2009. (Wikkipedia)
Clooney, aged 49, nominated worlds sexiest man alive, twice, one of the most influential people in the world and with a celebrity status which has enable him to be known world wide, is the perfect choice for a brand ambassador to endorse Bloom.
Clooney has a huge female following hence he has been nominated twice as the sexiest man alive, which leads us to understand that men who see Clooney being put in that position by women all around the world, would certainly envy Clooney and would want to replicate what Clooney has to be given this title, twice.
Also a huge factor for us to get Clooney to endorse oour product is his status of being one of the most influential people in the world. This will igve our product a new dimension and will braoden our horizons to make Bloom available for a target audience around the world not just based in UK. This will lead to bigger and better profit margins for us and also it will give our product the credibility that it requires to outshine our competitors who have been in this industry for a long time and give Bloom that recognition that it deserves and open the doors of the whole world for this new revolutionary product.
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