Pepsi uses movie star Shahrukh Khan for his support in India. Roger Federer, the world`s No. 1, acts as a leading endorser for the Rolex Watch brand. Using celebrity support has both its risks and benefits.  Some of the opportunities arising from the approval may have two sides, making them also a potential risk. Do you have any questions? Or maybe you have something to add? Please leave a comment below and let us know what you think. Cheers Celebrity Endorsement is generally considered a viable option for brands to raise awareness, build credibility, and promote their products. About 14 to 19 percent of ads in the U.S. featured celebrities supporting products and brands. An even higher number in other markets. Nike alone would spend $475 million a year to get athletes to support their brand. Marketwatch reports that a simple ad from a brand that signs a celebrity or athlete can lead to a slight rise in stock prices, increasing sales by an average of 4%.
Branding or celebrity approval is a form of advertising campaign or marketing strategy that uses a celebrity`s fame or social status to promote a product, brand or service or to raise awareness of an issue.  Marketers use prominent endorsers in the hope that the positive image of the prominent endorser will be conveyed to the image of the product or brand.  Celebrity Endorsement i. Nonprofits also use celebrities because frequent coverage of a celebrity in the mass media reaches a wider audience, making celebrities an effective part of fundraising.  If consumers aren`t convinced that celebrities are serious about making a recommendation, it can have a negative impact on the brand. Celebrities who support too many products can lose credibility with the public. It is important to adapt your product or service to the right celebrity. It`s important to remember not to give up on other marketing channels to focus on referrals. As effective as the presence of influencers is, it is enough to stay within the framework of a multichannel approach to maximize its impact on the audience of a particular brand. However, in some cases, the celebrity did not give permission to be associated with the trademark and was falsely attributed to the trademark.
For example, on July 23, 2008, Taco Bell launched its “Why Pay More?” campaign, using the 50% name and brand to support its low-cost menus.  50 Cent was not aware of this confirmation and therefore filed a lawsuit. He filed a lawsuit against Taco Bell and filed a lawsuit for $4 million.  He won the case. Celebrity marketing has been used in all media. Print, television, radio, film and various forms of new media have all been effective outlets for celebrity-backed products. The key is to match the right celebrity with the right product and place both in the right advertising campaign. If the combination is done right, it can lead to huge profits and an immediate change in the public`s perception of a company. If done wrong, it can ruin a brand overnight. A famous celebrity can overshadow a brand and distract it. Sometimes a brand will rely too much on the support of a celebrity. When this happens, celebrity may overshadow the product or give the impression that they are not really interested.
This can make a trademark inauthentic. Second example: the All Blacks are a winning site and therefore represent “Adidas” as the winning product. Young and old follow the All Blacks and are aware of everything related to All Blacks – they are respected and idolized. The emotional commitment of the brand and its relationship with the right values, sportsmanship and morale of the team contribute to its overall image and success. “When brands establish a relationship and connection with popular names in entertainment, sports, fashion and other industries, it is possible to significantly increase sales, especially if the consumer believes that the product or service is actually being used by the celebrity herself.”  Of course, wearing Adidas will not give the consumer the athletic abilities of an All Black, but the product is geared towards all the winning attributes of the All Black. Like almost every job, marketers improve in what they do as they gain more experience. The world of advertising attaches great importance to experience and proven experience. Here`s a chart that shows how long current marketers worked in this field before being promoted to the position of manager.
After all, marketers who work with top-tier speakers need to be exceptional with people and be able to cope with the ego of some of the world`s most famous people. Celebrities are famous for their oversized personalities, but these can put a business relationship to the test. Making the celebrity and advertiser happy is crucial for a successful partnership. Celebrities wear or use the product because they love it themselves. They were seen wearing the product in public or in photos on social media. This is “free advertising” for the brand. One disadvantage of this is that the brand has no control over the message or image that represents the celebrity associated with the brand.  In the 1760s, Wedgwood, a manufacturer of fine porcelain, used royal annotations as a marketing tool to show the value of the company and promote its product. In the late 1800s, trading cards were introduced, a card with an image of a celebrity and a product description that was given to the customer or inserted into the product packaging.
Cigarette manufacturers donated baseball cards as part of a customer loyalty program, and the increased demand to buy cigarettes to collect entire sets of baseball players was not missed by marketers. Early approvals of this type did not always have permission from celebrities to use their image. In the 1930s, the trend was towards athletes, where the first celebrity and athlete to get paid to support a brand was “Babe Ruth”. This happened in the 1930s and the brand was Red Rock Cola, a beverage company.  and in 1945, the trend towards movie stars changed. In 1965, when color television was introduced, TV personalities and artists became the main supporters. In the 1980s, companies began making products around celebrities, such as Nike, which Michael Jordan used to make their brand an international mega-brand.  A celebrity`s branding can take a variety of forms, from the appearance of a celebrity in the promotion of a product, service or charity to a celebrity attending public relations events, creating their own line of products or services, or using their name as a trademark. [Citation needed] The most popular forms of celebrity brand lines are for clothing and perfumes. Some singers, models and movie stars have at least one licensed product or service that bears their name. [Example needed] Using a celebrity or sports professional can have a huge impact on a brand. For example, sales of Nike golf apparel and footwear doubled after Tiger Woods signed a sponsorship deal.
 Ultimately, a brand needs to let consumers know why they should buy their products, not celebrities. They are the ones who need to advise, convince and help buyers decide, not celebrity. Fred Perry is a British clothing brand founded in 1952 by three-time Wimbledon champion Fred Perry. The brand is known for its expensive but casual clothing, cashmere polo shirts, sports-inspired clothing, and involvement in mod culture. .