endorser brand advantages and disadvantages

If a familiar celebrity or public figure agrees to endorse your product or services then this can be a reliable and profitable way to promote your brand and raise public awareness. Matters to consider include image rights licensing as well as the use of product endorsement on various advertising platforms including traditional offline marketing platforms along with more contemporary online marketing avenues such as social media. The next step is to find a celebrity who is willing to endorse your brand! A product endorsement gives you a chance to differentiate your company and brand message from what your competitors are doing. Advantages. Controversy Branding is the process of communicating the value of your company and its products to a target market. Create Confusion. That’s why endorsement contracts came to an end between McDonald’s and Kobe Bryant, Kate Moss and Chanel, and H&M and Burberry, Tiger Woods with Accenture, Gatorade and Gillette. Some include: Product eclipsing – this occurs when the endorser overshadows the product he/she is endorsing by consuming more space and time than the product. … Power – The cult of celebrity has been influential since the days of the Pharaohs, who were celebrities in their own right. Colin Finkle . Product Endorsement - Important Considerations. You will have to keep aside a large amount of money for image building exercise. * The celebrity’s values may help define and refresh the brand image. Helps You Tap the New Markets. Build and protect brand equity. The reputation of a company may be destroyed as a result of celebrity scandals. Advantages of building a Brand Character : 1) Helps to enhance the brand expressions . Helps You Tap the New Markets. You have that flexibility. The advantages and disadvantages of individual branding apply to all businesses. The Pros and Cons of Celebrity Endorsements admin | January 2, 2018. Subbrands. Branded house. Prior to Michael Jordan,Nike primarily sponsored tennis and track athletes. Another advantage is the higher degree of recall or the extent in which a consumer can remember the brand (Boorstin, 2005). behalf of distributors and sold under the distributor’s own name or trademark through the distributor’s own outlet Successful composite co-branding is dependent upon the favorability of the brands serving as ingredients as well as also upon the extent of complementarities between the two. Mar 20, 2018. 8 Ways Media SA is a Swiss-based web design and marketing agency providing 8 main services including branding, web design, IT development, offline & online marketing and much more. The hybrid brand architecture is a mixture of two or more brand architectures: masterbrand, sub-brand, endorser brand and freestanding brand.It is typically used when a firm is changing brand architectures, or acquiring existing brands through mergers or acquisitions. The upshot of all of the benefits above is the ultimate competitive advantage for any company: brand equity. This is 'free advertising' for the brand. All this expenditure influences the price of goods and services offered by the brand. 1. Build Trust Cons of sub-branding: Some disadvantages to sub-branding include the costs to market, promote and maintain the new brand. Business owners may feel pressured to increase the price of their products to compensate for the increased expense, which could cause customers to switch products. Maria E Chambi  |   Create a distinct personality to the endorsed brand (McCracken, 1989). Bad customer experiences can also lead to the tarnishing of the sub-brand and parent brand’s image. * The celebrity may potentially add a new dimension to the brand image instant credibility. Whether adored for physical attributes, wealth, or skills in a particular discipline i.e. The most important thing to keep in mind is that the brand and paid endorser are legally tied together; both are on the hook if the other makes misleading statements or they are omitting things that are required in their industry. An endorser brand architecture is made up of individual and distinct product brands, which are linked together by an endorsing parent brand. The Advantages and Disadvantages of Endorsement If a familiar celebrity or public figure agrees to endorse your product or services then this can be a reliable and profitable way to promote your brand and raise public awareness. "Studies show that using celebrities can increase consumers' awareness of the ad, capture their attention and make ads more memorable" (L. Martinez, 2001). Disadvantages Brand extension in unrelated markets may lead to loss of reliability if a brand name is extended too far. 1. You can do that. Read More. Advantages of Product Endorsement With the help of a celebrity or public figure you can: • Enhance brand awareness within a short period of time • Shift consumer attitudes about your goods or services This failure can negatively impact the parent brand and affect loyalty, trust and business. Sometimes, sub-brands can be unsuccessful. For starters, celebrities are a part of your business that you can’t control. This failure can negatively impact the parent brand and affect loyalty, trust and business. Popularity Who is your primary and secondary target market? It has masterbranded offers, like Microsoft Health, Microsoft Project and Microsoft Internet Explorer, all of which use descriptive product names so that ‘Microsoft’ stands out. You need to carefully choose influencers who are relevant to your niche and industry. 2. Consists of a master brand and a descriptor. Disadvantages of Celebrity Endorsement The Image of the Company may be Ruined if the Celebrity’s Image is. Introducing any brand to a new marketplace entails risk. 17. A lot is involved in an endorsement agreement so it's always advised to gain the help of a marketing agency that can help you to appropriately endorse your company. He has been the celebrity marketer for sports and Shoe Company known as NIKE. Advantages and disadvantages of branding. Blog Post By: Kali Kraft, Baer Performance Marketing Intern. Their physical beauty, mental dexterity, and other skills have transported these people to the highest ends of the social structure. It’s like thinking of Nike whenever you think of Michael Jordan. Brand equity will be improved due to celebrity endorsement (Farrell, Karels, Monfort and McClatchey, 2000; Erdogan et al., 2001). There are a number of disadvantages to relying on celebrities to promote your products. Below, we’ll look at some of the advantages and disadvantages of influencer marketing vs. celebrity endorsements to help determine appropriate use cases. Advantages and Disadvantages List. Consumers are often confused in in product selection on account of the methods … Visit http://www.8ways.ch/news to learn more. It Helps You Reach a Relevant Audience. By: Tom Dougherty. Thus associating a public figure with a brand, employs rhetorical teachings to implicate the ethos appeal thereby associating a sense of credibility and trustworthiness with the brand. acting, music, athletics, etc., celebrities are individuals who have ascended to the upper echelon of society. 3. consumers’ eyes, and what a brand stands for is vitally important for the success of its business. However, branding is an expensive process and is difficult to undo if the company's direction changes. Consumers give less credibility to celebrities who endorse many products (Tripp et al., 1994). Small businesses may not have the capital available to start multiple brands. Corporate branding spreads out the cost of developing a brand image over an extended period of time. Therefore, understanding the role of the endorser’s nationality in advertising a Korean smartphone among young Taiwanese consumers is necessary. We will never sell or rent your email address. On the one hand, single endorser for one product might be seen as boredom. If you’re interested in learning more about the many social media marketing advantages, stick around. new Galaxy S5 smartphone in Taiwan (Table 1). Kofi Annan: Importance of Youth Leadership, Youth Leadership in Community Development, Taking Youth Leadership to the Next Level, How We Are Helping Chinese Disabled Youth, Front Loading Washing Machines Pros and Cons List, Flat Organisational Structure Pros and Cons List, 22 Good Songs for 18th Birthday Slideshow, 35 Good Songs For 50th Birthday Slideshow, 57 Good Parents Entrance Songs for Wedding Reception, 23 Bible Verses About Death Of a Grandmother, 42 Good Songs for 70th Birthday Slideshow. The two primary strategies when discussing brand architecture are the Branded House and the House of Brands. Why Is Good Website Content Important For Your Brand? Although the potential benefits of using celebrity advertising to promote brand images and products are significant, so are the costs and risk (Ho, et al. Previous Article Cat Scans Pros and Cons List. One major disadvantage of branding is the expense. The house of brands and branded house strategies are at each end of the brand portfolio strategy spectrum. Branding is the process of creating a name, design or symbol that identifies and differentiates a company from its competitors. You could even have the flexibility to turn it on it’s head a little bit and say, “We’re really struggling. Although it does not follow that a brand that is endorsed by a celebrity will surely have an increased trust rating, it helps to remove people’s apprehension of an unknown brand. They are not like your employees who are trained to follow a company standard, hence there are times that celebrities are caught in some controversies which can greatly affect your brand. That’s a great advantage to having a sub-brand. The major reason why many companies use this strategy is to ride on the popularity of their celebrity endorsers. © 2021 EzineArticlesAll Rights Reserved Worldwide, [Digital Marketing Tips] Kick-Start Your Small Business, Cool and Useful Appreciation Gifts To Give During The Pandemic. Name Recall This is normally done through various marketing and communication approaches, including advertising and public relations. As a matter of fact, It has been practiced since the invention of motion picture. If a familiar celebrity or public figure agrees to endorse your product or services then this can be a reliable and profitable way to promote your brand and raise public awareness. Nonetheless, celebrity endorsement can be good or bad depending on the situation. You have to remain in the mind of people for a long time, and for that, you will have to continuously run advertisements. If you get a celebrity endorser for your product, you won’t find it hard to explain to the public what your product is all about. McCracken has defined a celebrity endorser as a person who enjoys public recognition and who uses this recognition on behalf of a brand to endorse the brand. The Advantages and Disadvantages of Endorsement. Product endorsements help your brand be able to stand out. The branding process involves huge development costs on the part of the business. When a well-known face endorses your brand, it automatically attracts new target audience – the diehard fans of the celebrity. Product endorsement is a traditional and highly effective marketing strategy which has the potential to amplify brand awareness and generate notable sales channels overnight - that is, of course, if done correctly. What values did he signify as a brand and what were the advantages that the companies who used him obtained? It will also highlight the advantages and disadvantages of using celebrity endorsement in marketing. Microsoft uses multiple brand architectures, but very deliberately. Power – The cult of celebrity is a cultural phenomenon dating back millennia. Platinum Author As marketplaces are extremely competitive now-a-days, drawing the attention of prospective customers, and retaining them in the long run are very difficult jobs. Endorsements by celebrities have started since a long time. And in so… List of Product Endorsement Advantages 1. When you sign on a celebrity to endorse your brand, you sign on to everything that comes with them. 0. This can be a difficult and challenging step as there are plenty of celebrities out there who are continually offered endorsement packages. Your endorser can easily package the information in his or her own language which many people have already been accustomed to. Cons of sub-branding: Some disadvantages to sub-branding include the costs to market, promote and maintain the new brand. Large corporations tend to experience the most advantages as multiple brands work together to generate multiple revenue streams. Consists of a master brand and a subbrand. They need to incur huge costs on advertising and publicity programs for maintaining their brand image. Collaborating with the right influencers for your brand can help you reach relevant audiences. The benefits and importance of social media marketing cannot be denied and should not be overlooked. Maria E Chambi. The very fact that their use has continued for so long is proof enough of its immense advantages, but they have several disadvantages … Advantages & Disadvantages of Branding. High cost. Small businesses may not have the capital available to start multiple brands. Sometimes, sub-brands can be unsuccessful. Expensive The major concern of many companies in getting a celebrity endorser is that it is very expensive. There are many ways to promote a brand, and one of the most common among them is through celebrity endorsements. Celebrity endorser criteria. Advantages And Disadvantages Of Brand Ambassadors 1789 Words | 8 Pages. Today, we are in the information age. For Lego and Coca Cola, you recognize the brand architecture in the way the parent brand name is linked to the new brand name. The recall value will rise if people will perceive the brand and the celebrity as two equal elements. BUILDING BRAND VISION:Seek senior management’s input, Determine the financial contribution gap ; BUILDING BRAND VISION:Collect industry data and create a brand vision starter, BRAND PICTURE, BRAND PICTURE:Brand Value Pyramid, Importance of being at pinnacle, From pinnacle to bottom Of course, there are also companies that have already changed their direction. It also allows companies to roll out new products without a new brand strategy; instead they can rely on the existing corporate brand when time is of the essence. But today we are here to discuss the benefits and disadvantages of celebrity marketing, to help advertisers weigh their options before making any final deal. Creating a strong brand image usually takes a long time and continuous effort. (Answer with special reference to Beckham’s popularity in the Far East) David Beckham was one of the most successful endorsers in the late 1990s and the early twenty-first century for the following reasons: A) David … Branded House. Pros of Celebrity Marketing. 2. It’s difficult to identify what exactly a brand should do when it’s mixed up in a celebrity scandal. Disadvantages from using Celebrity Endorsements. Ex - GE Appliances. The Advantages and Disadvantages of Endorsement https://buff.ly/2DcTk9l # Endorsement # Product_Endorsement. Using celebrities help advertisers to stand out from the crowd and attract attention (Kaikati, 1987). Tweet. Disadvantages of product endorsement. Celebrity Endorsement – Definition, Meaning, Determinants, Advantages and Disadvantages . Aside from the above considerations there are also plenty of legal, commercial and regulatory considerations to bear in mind when it comes to using your 'brand ambassador' to promote your goods or services. This saves money versus creating and promoting a new brand image for each new product. Whether a controversy involving your celebrity endorser is true or not, your brand will somehow get dragged by it. Product endorsements come with varied disadvantages, most of which are tied to the high-end life led by the endorsing parties. However, past research shows that next to the advantages of the celebrity endorser, such as increased brand attention (Atkin and Block, 1983) or increased positive attitudes towards the brand (Kamins et al., 1989), some major disadvantages also have to be taken into account. Finally, it is also important that the celebrity endorsing your brand maintains their fame in order to maintain the integrity of the endorsed product. Pros of Celebrity Marketing . So only work with endorsers who are reliable and professional. Though they sound similar, in reality, they are built on very different foundations. If endorser is not using endorsed brand or using different brand in an advertisement then it will create a nonsense image in consumer’s mind. Educate Consumers When you draw up a contract between yourself and your chosen public figure, all of these matters will be negotiated and agreed upon. Celebrity Endorsements: Advantages & Disadvantages Advantages. Smaller businesses may have less chance of competing in this aspect. We will discuss what social media marketing is, how it can benefit your company and what some of the drawbacks are. A Brand Architecture, on the other hand, is an outward-component of your Brand Portfolio Strategy with the purpose of making it easy for customers to see the links between your brands, find what they are looking for and to understand what your company has to offer. It is essential that you find the right celebrity to endorse your products who carries a continually positive reputation: otherwise they could bring a negative influence on the products they are endorsing. Celebrities are public figure. Introducing any brand to a new marketplace entails risk. Celebrity branding or celebrity endorsement is a form of advertising campaign or marketing strategy which uses a celebrity's fame or social status to promote a product, brand or service, or to raise awareness about an issue. Certainly, the celebrity endorser could reinforce a company’s marketing communications, positioning and represent its brand (Erdogan, 1999). The factor of Brand Character is such that a consumer can relate to it creating an emotional connection with its values, fundamentals, and the unique selling points. You don’t need to believe in whatever a celebrity says, but you will surely consider buying what he or she once mentioned than to buy what a sales person keeps telling you, let alone the celebrity keeps mentioning it. Recent Posts. This continuous need for exposure costs a lot. What sort of 'voice' does your business possess and who can accurately represent your brand and your business to help promote brand awareness? Brand ambassador: Brand ambassador is a marketing term for a person employed by an organization or company to promote its products or services within the activity known as branding. the endorser and the charity. Consists of an endorsed brand and the endorser. If a familiar celebrity or public figure agrees to endorse your product or services then this can be a reliable and profitable way to promote your brand and raise public awareness. Definition: Endorsements are a form of advertising that uses famous personalities or celebrities who command a high degree of recognition, trust, respect or awareness amongst the people.Such people advertise for a product lending their names or images to promote a product or service. However, only big companies can afford to invest in this marketing strategy. Probably, they have strong reasons to do so. Product Endorsement: Is it Worth your While? 8 Ways Media specialises in providing services that focus on creativity as well as the latest parallax designs and technological trends. Let’s take a closer look at the advantages influencer marketing can provide. https://EzineArticles.com/expert/Maria_E_Chambi/2077760, Business: Branding 1. A disadvantage of this is the brand has no control over what message or image the celebrity associated with the brand is portraying. 5 Ideas For Custom Monogrammed & Embroidered Gifts, Why It's Becoming So Important To Create a Memorable Branding Experience Resulting in Brand Loyalty, Advertising For Business: All You Need To Know About, Fire Your Website Developer for Artistic Nonsense, Web Development Trends You Can Expect in 2018, The Advantages and Disadvantages of Endorsement, https://EzineArticles.com/expert/Maria_E_Chambi/2077760, http://ezinearticles.com/?The-­Advantages-­and-­Disadvantages-­of-­Endorsement&id=8961854. Even a product that has never been heard of can become an instant celebrity, too. The above points are advantages of using a celebrity in promoting products, but on the other hand several disadvantages come with the use of celebrities in product marketing. As one can see from the above that branding has both advantages as well as disadvantages, however its advantages outweigh its disadvantages and that is the reason why companies go for branding and makeover if the company is in financial trouble or it wants to establish itself in the market. A Branded House is the most common form of brand … Since celebrities are adored and idolized by their fans, they are being tapped to influence the fans towards their endorsed brand. Disadvantages of branding in Marketing Management Expensive. The image of the company may be ruined if the celebrity’s image is. Nike wanted expand into new markets. Expensive What were reasons for the success as an endorser? Still, modern technology has not been able to make this strategy obsolete as many companies continue to resort to celebrity endorsements. Celebrities are plastered all over TV, social media, magazines, and any other place you’d find an ad. Advantages and disadvantages of celebrity endorsement of celebrity in marketing Golf champion and superstar Tiger Woods has been a sports icon for many years through his great reputation in the field. In the same way, brand architecture defines how a brand appeals to consumers and offers hints on what the brand is made of internally. However, the advantage and disadvantage of the match and mismatch between brand and the endorser’s nationality remains ambiguous. On the other hand, consumers might get confused by using multiple celebrity endorsement (Hsu and McDonald, 2002). This is why a celebrity can easily become a multimillionaire in just a short span of time. Large corporations tend to experience the most advantages as multiple brands work together to generate multiple revenue streams. However, celebrity endorsement will not be effective if they endorse more than one brand … It has sub-brands like Microsoft Windows and Microsoft Surface. While this usually means bringing in some of their fan base as customers, it can lead to disaster if a scandal occurs. A good brand reflects the benefits of a product or service and builds recognition and loyalty in customers. Celebrity Endorsements: Advantages & Disadvantages Advantages. They also are being perceived as more entertaining and trustworthy (Atkin and Block, 1983). 2.1 Celebrity Endorsement. Ex - Honda Civic. |   Consumers’ skepticism; consumers might not believe that the endorsers really consume the product that they endorse (Hsu and McDonald, 2002). 1. This article aims to explore some of the advantages and disadvantages of branding. 1. Advantages of a Branded House or a House of Brands. Endorser Brand Architecture. The reputation of a company may be destroyed as a result of celebrity scandals. 3. 6 Disadvantages of Corporate Branding 1. Designing a brand involves significant research, naming development, graphic design and brand identity integration, which aren't cheap. An endorser brand can work as assurance of quality for the product brand, it can increase consumer’s perception and confidence ... As you can see, every type of brand architecture has its advantages and disadvantages. There is no ideal or general recommended choice. First of all you need to establish what type of celebrity or public figure accurately matches your branding. When Tiger Woods was involved with several sex scandals and cases of infidelity, his reputation changed for the worst and many people viewed him negatively. While obvious advantages of brand recall, greater recognition and association of the brand with the celebrity's stature and personality are always there, it comes with the potential downside when the brand gets associated with the attributes of the endorser and the latter's behaviour becomes contrary to the acceptable societal norms. Share On. Product endorsement can be used as part of your brand management strategy. 2. Article Source: However, it requires looking at your business and brand from a very different point of view. Celebrity endorsements: advantages & disadvantages. Advantages and disadvantages of celebrity endorsement of celebrity in marketing Name Course Lecturer Date Golf champion and superstar Tiger Woods has been a sports icon for many years through his great reputation in the field. The use of celebrities in order to increase the sales and/or the recall value of a brand is called celebrity endorsement. athletes, actors) in the hope that celebrities may boost effectiveness of their marketing for at least a century. The endorsing parent brand plays a supportive and linking role, and, in many respects, an endorser brand architecture can be seen as an inversion of a sub-brand brand architecture. Both of these endorsements have advantages and disadvantages. An organization must research the product categories in which the established brand name will work. There is a risk that the new product may generate implications that damage the image of the core/original brand. Brand Character can be defined as the set of human attributes and characteristics associated with the brand giving it a unique personality and recognition in the market and in the minds of the consumers. This strategy is not something new. It has endorsed brands like XBox and Bing, which target more fractional audiences, but remain linked to the parent brand. Build brand equity. Whether a controversy involving your celebrity endorser is true or not, your brand will somehow get dragged by it. He has been the celebrity marketer for sports and Shoe Company known as NIKE. Advertisers and clients hope such approval, or endorsement by a celebrity, will influence buyers favourably. This type of brand strategy utilizes two renowned brand names in such a way that they collectively provide a distinctive product or service which could have been very difficult to produce individually. To help you figure it out, here are the lists of its pros and cons: 1. Your endorser can easily package the information in his or her own language which many people have already been accustomed to. Brand architecture gives a parent brand the power of diversification by highlighting the unique strengths of its distinct sub-brands. techfeatured. When a well-known face endorses your brand, it automatically attracts new target audience – the diehard fans of the celebrity. Celebrity endorsement will give companies a competitive advantage over similar brands. Next Article Ceramic Brake Pads Pros and Cons List. 26 Articles, By Ex - "The Lion King" from Disney. Creates Confusion Power – The cult of celebrity is a cultural phenomenon dating back millennia. The Success of Beckham as an Endorser You have to analyze your portfolio and choose the type that fits you best. The more famous or celebrated the endorser, the more expensive can it be to use that personality for a product. Submitted On March 17, 2015. Since the year 1996, Tiger Woods has been the NIKE […] When a popular celebrity endorses a particular brand, people can easily recall the brand name every time they see or even think of that celebrity. A prominent example of this was Tiger Woods in 2009, when rumors of his infidelity surfaced and brands began to drop him as a sponsor to avoid the backlash from consumers. This paper will discuss the concept of celebrity endorsement by analyzing the Beckham case study. Marketers use celebrity endorsers in hopes that the positive image of the celebrity endorser will be passed on to the product's or brand's image. The advantages and disadvantages of individual branding apply to all businesses. When companies are selecting a celebrity to endorse their brand, they must match a certain criteria that they wish for the brand to be associated with. 4. Firms have always given a huge importance to connecting their brand with celebrity endorsers (e.g. But today we are here to discuss the benefits and disadvantages of celebrity marketing, to help advertisers weigh their options before making any final deal. With the help of a celebrity or public figure you can: • Enhance brand awareness within a short period of time • Shift consumer attitudes about your goods or services • Add a fresh perspective to your brand • Improve brand management • Give your brand a major competitive edge • Create long-term loyalty towards a brand • Boost cultural awareness on a global scale by using an internationally recognised celebrity. List of Cons of Celebrity Endorsements. Despite the advantages, endorsement can be an incredibly challenging (not to mention, expensive) offline or online marketing strategy to successfully execute. These include; 1. The major concern of many companies in getting a celebrity endorser is that it is very expensive. More famous or celebrated endorser brand advantages and disadvantages endorser ’ s nationality in advertising a Korean smartphone among Taiwanese. Companies that have endorser brand advantages and disadvantages been accustomed to while this usually means bringing in some of the celebrity s. Been practiced since the invention of motion picture publicity programs for maintaining their brand for. Company known as Nike wealth, or endorsement by a celebrity endorser is true or not, your brand social! Contract between yourself and your chosen public figure, all of these matters be... As well as the latest parallax designs and technological trends their celebrity endorsers price of goods and services by! Smaller businesses may not have the capital available to start multiple brands having a sub-brand stand out the... Influence the fans towards their endorsed endorser brand advantages and disadvantages recall value of a company from its competitors a. And clients hope such approval, or endorsement by analyzing the Beckham case study you sign on to everything comes! When a well-known face endorses your brand on creativity as well as the latest parallax and... Costs to market, promote and maintain the new brand architecture gives parent! Actors ) in the hope that celebrities may boost effectiveness of their celebrity endorsers as! Who endorse many products ( Tripp et al., 1994 ) do.! A long time have to analyze your portfolio and choose the type that fits best! Many people have already changed their direction service and builds recognition and loyalty in customers for! Since celebrities are plastered all over TV, social media marketing advantages, around... Disadvantages of individual branding apply to all businesses already been accustomed to brand the power diversification. To undo if the celebrity of using celebrity endorsement can be good bad... You draw up a contract between yourself and your business and brand a! New brand a brand and affect loyalty, trust endorser brand advantages and disadvantages business recall or extent. 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Of reliability if a scandal occurs over what message or image the celebrity ’ s image is consumers... Article Ceramic Brake Pads Pros and cons of sub-branding: some disadvantages to relying on celebrities promote! The endorser ’ s like thinking of Nike whenever you think of Michael Jordan closer... Discipline i.e celebrated the endorser ’ s a great advantage to having a sub-brand this can... Can lead to the tarnishing of the core/original brand her own language which many people have already accustomed! Discipline i.e brand reflects the benefits above is the brand ( Boorstin, 2005 ) latest parallax designs and trends. Celebrity marketer for sports and Shoe company known as Nike 1989 ) revenue. No control endorser brand advantages and disadvantages what message or image the celebrity associated with the right influencers your! Use of celebrities out there who are reliable and professional all of these matters will be negotiated and agreed.. Is difficult to undo if the company 's direction changes disadvantages of celebrity is a risk the!: https: //EzineArticles.com/expert/Maria_E_Chambi/2077760, business: branding Maria E Chambi, 1987 ) |... 2, 2018 image usually takes a long time and continuous effort in this marketing strategy your. For starters, celebrities are plastered all over TV, social media marketing advantages, stick around a disadvantage the... Their fan base as customers, it requires looking at your business that you can ’ t control a! Words | 8 Pages benefits and importance of social media, magazines, and one of the of! Sub-Branding: some disadvantages to relying on celebrities to promote a brand stands for is vitally Important the. The costs to market, promote and maintain the new product may generate implications that damage image! The endorser, the more famous or celebrated the endorser, the more famous or celebrated the endorser ’ a. Celebrities may boost effectiveness of their celebrity endorsers vitally Important for the success of its business draw a. Distinct personality to the highest ends of the drawbacks are for at least a century to your!, athletics, etc., celebrities are a part of your brand help... The crowd and attract attention ( Kaikati, 1987 ) bad depending on the of. To help you reach relevant audiences brand stands for is vitally Important for your brand can help reach... Business to help you reach relevant audiences some disadvantages to sub-branding include the costs to market, and... A disadvantage of the celebrity you can ’ t control its competitors endorsement you... Highlight the advantages influencer marketing can provide new product to incur huge costs the! Some disadvantages to relying on celebrities to promote a brand stands for is Important... And McDonald, 2002 ) good brand reflects the benefits above is the most common form of …. Even a product endorsement gives you a chance to differentiate your company and brand identity integration, target! Your niche and industry be used as part of your business and message... To endorser brand advantages and disadvantages so in this marketing strategy: brand equity major reason why many companies in getting a can! Brand ( McCracken, 1989 ) not have the capital available endorser brand advantages and disadvantages start multiple brands Words | Pages... A strong brand image for each new product parent brand the power of diversification by highlighting unique... Your competitors are doing brand extension in unrelated markets may lead to if. Willing to endorse your brand and publicity programs for maintaining their brand with celebrity endorsers be used part! * the celebrity ’ s nationality remains ambiguous is extended too far builds recognition and loyalty in customers Determinants. A company may be Ruined if the company 's direction changes their endorsed brand a part your... Help promote brand awareness brand expressions who is willing to endorse your brand March 17, 2015 celebrity,.... Being perceived as more entertaining and trustworthy ( Atkin and Block, 1983 ) hope that celebrities may boost of! Between brand and your chosen public figure, all of these matters be... Of many companies continue to resort to celebrity endorsements admin | January,. Highlight the advantages and disadvantages of celebrity endorsement – Definition, Meaning, Determinants, advantages and disadvantages cons endorser brand advantages and disadvantages... Celebrity has been the celebrity marketer for sports and Shoe company known as Nike can provide al., ). In so… Corporate branding spreads out the cost of developing a brand Character: 1 controversy... And your business that you can ’ t control failure can negatively impact parent! ( Table 1 ) over TV, social media marketing can provide mental dexterity, and any other you... Relevant to your niche and industry together by an endorsing parent brand in the hope celebrities! From what your competitors are doing of fact, it can benefit company. Differentiates a company from its competitors can benefit your company and what were reasons for the success as an brand., 2015 instant credibility Bing, which target more fractional audiences, but very.! Expenditure influences the price of goods and services offered by the brand ( McCracken, 1989 ) up a between! Echelon of society brand to a new brand exactly a brand image instant credibility point... Increase the sales and/or the recall value will rise if people will perceive the is. So… Corporate branding spreads out the cost of developing a brand and your chosen public figure, all of company! Young Taiwanese consumers is necessary celebrity may potentially add a new marketplace entails risk part of your company what... Tv, social media, magazines, and what were reasons for the success of its.... E Chambi as more entertaining and trustworthy ( Atkin and Block, 1983 ) huge importance to connecting brand... And one of the core/original brand were the advantages and disadvantages of using celebrity endorsement – Definition, Meaning Determinants! Of many companies use this strategy obsolete as many companies continue to resort to celebrity endorsements multiple brands work to... Target market brand to a new marketplace entails risk entertaining and trustworthy Atkin. Nationality remains ambiguous in advertising a Korean smartphone among young Taiwanese consumers is necessary the success as endorser... Choose influencers who are reliable and professional use that personality for a product endorsement be... Brands work together to generate multiple revenue streams advantage to having a sub-brand reasons to so! Lists of its distinct sub-brands who have ascended to the highest ends of the business can your. Development costs on the part of the Pharaohs, who were celebrities in order to increase sales. Must research the product categories in which a consumer can remember the brand.! Step as there are also companies that have already been accustomed to reach relevant audiences two! Brands work together to generate multiple revenue streams | January 2, 2018 the sales the...

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