Secondary Research
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Director’s Project
Building Megabrands- Celebrity Branding
Secondary Research
Submitted by:
Anubhav Balyan (2010A42)
Stanzein Chozzom (2010B20)
Mahalaxmi T.E. (2010B30)
Iman Kalyan Pande (2010B35)
Nikhil Agarwal (2010C45)
BUILDING MEGABRANDS - CELEBRITY BRANDING
Introduction
One of the commonly viewed advertisements today is called Celebrity Branding advertising. Celebrity branding is a type of branding, or advertising, in which a celebrity uses his or her status in society to promote a product, service or charity. We see popular and talented artists endorsing different products in television shows, programs, special events and commercials. Branded clothes, perfumes, make-up, sports gear, and the likes are making good in the market. Celebrity branding can take several different forms, from a celebrity simply appearing in advertisements for a product, service or charity, to a celebrity attending PR events, creating his or her own line of products or services, and/or using his or her name as a brand. Customers have the flexibility adjusting to products that are offered in the market especially if it is new. More so, if they find out that the products are represented and endorsed by famous personalities, they become eager and excited to purchase them either for personal use or for gift giving purposes. Through further studies and research of brand specialists, they assign top personalities who can represent a specific product based on different aspects like their personality, occupation, physical attributes or even their capacity to effectively deliver to consumers the real essence of the product or charitable project. For example, former Miss World Aishwarya Rai Bachchan possesses stunning and expressive eyes and she effectively campaigned for an eye donation big event.
Celebrity Branding is a channel of brand communication in which a celebrity acts as the brand’s spokesperson and certifies the brand’s claim and position by extending his/her...
Building Megabrands- Celebrity Branding
Secondary Research
Submitted by:
Anubhav Balyan (2010A42)
Stanzein Chozzom (2010B20)
Mahalaxmi T.E. (2010B30)
Iman Kalyan Pande (2010B35)
Nikhil Agarwal (2010C45)
BUILDING MEGABRANDS - CELEBRITY BRANDING
Introduction
One of the commonly viewed advertisements today is called Celebrity Branding advertising. Celebrity branding is a type of branding, or advertising, in which a celebrity uses his or her status in society to promote a product, service or charity. We see popular and talented artists endorsing different products in television shows, programs, special events and commercials. Branded clothes, perfumes, make-up, sports gear, and the likes are making good in the market. Celebrity branding can take several different forms, from a celebrity simply appearing in advertisements for a product, service or charity, to a celebrity attending PR events, creating his or her own line of products or services, and/or using his or her name as a brand. Customers have the flexibility adjusting to products that are offered in the market especially if it is new. More so, if they find out that the products are represented and endorsed by famous personalities, they become eager and excited to purchase them either for personal use or for gift giving purposes. Through further studies and research of brand specialists, they assign top personalities who can represent a specific product based on different aspects like their personality, occupation, physical attributes or even their capacity to effectively deliver to consumers the real essence of the product or charitable project. For example, former Miss World Aishwarya Rai Bachchan possesses stunning and expressive eyes and she effectively campaigned for an eye donation big event.
Celebrity Branding is a channel of brand communication in which a celebrity acts as the brand’s spokesperson and certifies the brand’s claim and position by extending his/her...