Celebrities have always been a major influence on our culture and society. From music icons to movie stars, athletes to influencers, their power to sway opinions and drive consumer behavior is undeniable. This is why celebrity endorsements have become an increasingly popular strategy for businesses looking to boost their sales and gain brand recognition.
Why does a Brand Need Celebrity Endorsement?
In today's world, where social media has made celebrities even more accessible and influential, the power of celebrity endorsements has only grown stronger. The right endorsement from the right celebrity can catapult a brand to fame and fortune in no time.
These Following Reasons clarify why brands need celebrities-:
The reason celebrity endorsements work so well is simple: People trust celebrities.
1. When a celebrity endorses a product or service, it automatically lends credibility and legitimacy to the brand.
2. Consumers see the celebrity as an authority figure, someone they admire and respect, and are likelier to trust their recommendation.
3. Celebrity endorsements help brands cut through the noise and stand out in a crowded market. With so many options available, consumers often rely on the opinions of others to help them make purchasing decisions. A celebrity endorsement can provide that much-needed boost to a brand's visibility and help it capture the attention of potential customers.
Let's See Some Examples-
NIKE AND MICHEAL JORDAN-
Take Nike's partnership with Michael Jordan, for example. The two have been synonymous for decades, with Jordan becoming one of the most iconic and successful athlete-endorser partnerships in history. Nike's decision to partner with Jordan was a stroke of genius. The basketball legend's image and values aligned perfectly with Nike's brand, and his endorsement helped turn the company into the athletic apparel powerhouse it is today.
RECORD SALES OF ONEPLUS AFTER ENDORSING ROBERT DOWNEY JR-
In 2019 Oneplus is the selling Smartphone company in India because Oneplus built a crazy level of aspirational value for its brand. Because of getting endorsed by none other than Robert Downey Jr himself. Now We don't know how many of you noted this. But then in the exact same year, the Avengers end game hype was at its peak, because when Endgame was about to release in 2019 and everybody knew what an insane fan base Robert Downey Jr has in India. Because of this Oneplus won a huge fan of Robert Downey Jr, but the fact is that the aspirational value that Robert Downey Jr's endorsement got to Oneplus, got enough people to see Oneplus as a premium brand, because of which it got enough people to buy the phone. After that when people saw that the tech was genuinely the best you could find in that range, it eventually led to positive word of mouth. And hence Oneplus 7 became one of the Best selling phones in India in 2019. Therefore the Oneplus brand was able to build an aspirational value in the minds of premium customers in India.
BOAT AND HARDIK PANDYA-
In 2017-18, Under Inr 5000 there was no giant brand in Hearable Market, and yet there was a huge demand for wireless earphones in India. And this is where we saw four brands come in Mivi priced at 3000 to 4000 rupees, skull candy priced at 2000 rupees onwards, we had Boat rockers at 1999 and then we had noise shots priced at 3999. And then we had several local brands including Bolt that were priced at 999 rupees and below.
Now the question over here is with these four competitive brands, what was so special about Boat that it is now the market leader by such a huge margin? The boat had become far more popular because they Endorsed Hardik Pandya in 2018, and this is where the power of celebrity endorsement comes in. Hardik Pandya's endorsement by default built an aspirational value for Boat as a brand. As a result in the two to five thousand rupees category Boat became far more familiar than their counterparts.
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