Celebrity endoresements

With more and more companies thinking it as the way to break clutter , it is relevant to reflect on the same.

•Stage of the product - It depends on what stage of the product life cycle is the brand in.

•

•Is it a strategic decision over 4, 5 years- brand value must remain consistent with the value of the celebrity being endorsed in terms of personality, positioning. So even if the celebrity changes the values remain consistent ..

•

•Celebrity–brand match: , strong enough so that the endorsements are able to strongly influence the thought processes of consumers and create a positive perception of the brand ?

•

•Constant monitoring mechanism : Are we able to monitor the behavior, conduct and public image of the celebrity continuously to minimize/maximize any potential.

•

•Brand over endorser: should ensure that this does not happen by formulating advertising collaterals and other communications

•

•Celebrity endorsement is just a channel: it is one part of the communication mix that falls under the broader category of marketing. I have observed that the teams/ sales /CP

•

•Celebrity ROI: should have a system combining quantitative and qualitative measures to measure the overall effect of celebrity endorsements.