Strategic Brand Management - The Beginner's Guide

Introduction In india, celebrities are not treated as mere mortals, they're Idolized, especially the ones from the fields of Cricket and Bollywood. Hence in India, brands go out of their way to associate themselves with such celebrities. No wonder nearly 50% of the ads in India feature a celebrity endorser. Below are some answers to the basic questions that a brand manager might come across when it comes celebrity endorsements for the brand. Why does a brand need a celebrity? Can I do without celebrity? Currently, in every category in any given market, be it urban, semi-literate or non-urban, there's a very high proliferation of local, regional and international brands, who are jostling for space, fighting to get one-up over its competitors. At such times, celebrity-brand association provides the brand to: Break the clutter, stand out visually and create a distinct differentiation Enhance or change a brand's existing positioning Gain fresh equity, credibility or