Seeking to maximise commercial opportunities for clients. the agency’s good relationship with various brands provides excellent endorsement opportunities for its celebrity clients.
Celebrity Management represents some of the most outstanding performers from India in the fields of spokespersons, hosts and actors, guest stars, co-stars, female models, male models, Club DJ’s, Bhangra Group, Singers – Male Singers, Female Singers, Punjabi Singers, Ghazal Singers etc…
ModelsOnly Celeb Managers specialise and advise on celebrity endorsements which is a channel of brand communication where a celebrity acts as the brand’s spokesperson and supports the brand’s claim and market position by extending his/her personality and popularity in society or expertise in a field related to the brand.
In a market with a very high regional, national and international brands, celebrity endorsement was thought to provide a distinct difference. However over the years, many aspiring brands around the world have jumped on to this celebrity endorsement culture. Even though endorsements have taken on a quasi-industry stature, there is hardly any hugely successful collaboration as those of Nike’s.
There are many reasons for such a happening. The next section addresses this issue.
Essentials of celebrity endorsements
Even though to an observer it may seem that Nike’s success is totally based on Tiger Wood’s association with the brand, nothing can be far from the truth. As a brand, Nike has established a very strong brand identity and a brand personality over the years. What Nike did was to use celebrity endorsement as one of the main channels of communicating its brand to a highly focused set of customers. So, Nike’s association with Tiger Woods was one of the parts of an entire branding process that Nike has been practicing consistently. Contrary to this, most of the brands in Asia that have used celebrity endorsements have used it as the main brand building tool. Before any brand signs on a celebrity, they should consider three main aspects.
* Attractiveness of the celebrity: This principle states that an attractive endorser will have a positive impact on the endorsement. The endorser should be attractive to the target audience in certain aspects like physical appearance, intellectual capabilities, athletic competence, and lifestyle. It has been proved that an endorser that appears attractive as defined above has a greater chance of enhancing the memory of the brand that he/she endorses.
* Credibility of the celebrity: This principle states that for any brand-celebrity collaboration to be successful, the personal credibility of the celebrity is crucial. Credibility is defined here as the celebrities’ perceived expertise and trustworthiness. As celebrity endorsements act as an external cue that enable consumers to sift through the tremendous brand clutter in the market, the credibility factor of the celebrity greatly influences the acceptance with consumers.
* Meaning transfer between the celebrity and the brand: This principle states that the success of the brand-celebrity collaboration heavily depends on the compatibility between the brand and the celebrity in terms of identity, personality, positioning in the market vis-à-vis competitors, and lifestyle. When a brand signs on a celebrity, these are some of the compatibility factors that have to exist for the brand to leverage the maximum from that collaboration.
Even though these three major principles must be adhered to by companies, practically it might be difficult to find celebrities that satisfy all these three conditions. Depending on the nature of the brand and the kind of product being used, companies can selectively emphasise one factor over the other.
Celebrity endorsements – Do’s and Don’ts
All brands must be aware of some of the important aspects of celebrity branding as discussed below:
* Consistency and long-term commitment: As with branding, companies should try to maintain consistency between the endorser and the brand to establish a strong personality and identity. More importantly, companies should view celebrity endorsements as long-term strategic decisions affecting the brand. Not short term.
* Three prerequisites to selecting celebrities: Before signing on celebrities to endorse their brands, companies need to ensure that they meet three basic prerequisites, namely the endorser should be attractive, have a positive image in the society, and be perceived as having the necessary knowledge (although it might be difficult for a celebrity to meet all three prerequisites)
* Celebrity–brand match: Consistent with the principles discussed earlier, companies should ensure a match between the brand being endorsed and the endorser so that the endorsements are able to strongly influence the thought processes of consumers and create a positive perception of the brand.
* Constant monitoring: Companies should monitor the behaviour, conduct and public image of the endorser continuously to minimize any potential negative publicity. One of the most effective ways to do this is to ensure that celebrity endorsement contracts are effectively drafted, keeping in mind any such negative events.
* Selecting unique endorsers: Companies should try to bring on board those celebrities who do not endorse competitors’ products so that there is a clear transfer of personality and identity between the endorser and the brand.
* Timing: As celebrities can command a high price for endorsements, companies should be on the constant lookout for emerging celebrities who show some promise and potential and sign them on in their formative years if possible to ensure a win–win situation. This has proven to be in the past a very good investment indeed.
* Celebrity endorsement is just a channel: Companies must realise that having a celebrity endorsing a brand is not a goal in itself; rather it is one part of the communication mix that falls under the broader category of sponsorship marketing.
* Trademark and legal contracts: Companies should ensure that the celebrities they engage are on proper legal terms so that they don’t endorse competitors’ products in the same product category, thereby creating confusion in the minds of the consumers.
These guidelines are intended to provide companies with a useful guide they can use whilst deciding on which celebrities they require to endorse their brand.
The important aspect that companies must note is that celebrity endorsements cannot replace the comprehensive brand building processes. As branding evolves as a discipline, companies must be extra cautious to utilise every possible channel of communication rather than just a celebrity endorsement. When all other steps in the branding process is followed and implemented, then channels such as celebrity endorsements can provide the cutting edge as it does for many companies.