Celebrity Brand Endorsement
Celebrity endorsements are a regular feature of present day marketing. The modem corporation invests significant amounts of money to align itself and its products with big-name celebrities in the belief that they will (a) draw attention to the endorsed products/services and (b) transfer image values to these products/services by virtue of their celebrity status.
Having a celebrity endorse your brand can be helpful for a well-known brand in need of maintaining attention for its brand and category. Celebrities are most helpful because they can star in advertising campaigns and participate in company events. Consumers might be more tempted to watch your ad if it has a celebrity. Prominent Film Stars and Sports personalities are paid a hefty sum to be a Brand Ambassador.
Celebrity endorsements only work when the consumer has a credible belief that the celebrity would be interested in buying and using your product or service despite being paid to do so and when you can line up a celebrity with as much exclusivity as possible, which means not signing a face that people see everywhere and in every other ad. Then the brand looses its credibility. Celebrity endorsements work best if you think long-term. Having a new celebrity ever few years doesn’t make sense. Consistency is key. But an important point to remember is if the celebrity gets involved in some messy affair, then what?? If the worst happens, just remember that strong brands tend to survive regardless.