In Perspective: It’s all about legacy branding

Published: January 19, 2016 12:34 AM

Aspiration is an important aspect of fame and celebrity endorsement. This is often subliminal, but nevertheless very powerful.

Aspiration is an important aspect of fame and celebrity endorsement. This is often subliminal, but nevertheless very powerful. Rightly aligning brands with celebrities can be valuable in terms of brand building, provided that there is synergy with the brands’ values.

In a normal scenario, consumers do look up to a celebrity and connect with a brand better especially when it is endorsed by a known celeb. In a way, it also augments the celebrities who have a fairly manageable film career as they sign ads at a reasonable cost. This also helps the brand as it gets a known face on board at a cost-effective price.

Celebrities like Karisma Kapoor or  Madhuri Dixit-Nene haven’t ruled the box office recently, but still promote the signed brand like no other. This is because of the legacy they have carved in their glory years and the fact that they are  managing their profiles in a commendable manner. This gives them an edge over others and leaves them with the opportunity to promote the brands they think are rational. Also, the brands these celebrities endorse connect more with women, especially housewives who are the major decision influencers in India. Using celebrities manipulates people into buying because they believe the product has added value.

Findings reveal that media clutter is the biggest challenge for marketing communications practitioners nowadays, leading to the use of a celebrity endorsement strategy to overcome this challenge.  Hence, for this category of audiences, the mere presence of a celebrity means a lot. For a celebrity endorsement campaign to bring about desirable results, a word of caution: it must support a good idea and there must be congruency between the celebrities and brands.

By Sanjay Shukla

The author is COO, Percept One

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