Does Celebrity Endorcement add to Brand Value?

As long as India's Literacy level remains low,celebrities from the tinsel world will rule the roost .Nowadays you name it and some actress arrives to the scene.

Who cares if Abdul kalaam or Dr R Madhavan endorses a brand?they may have brains but they will not bring gains to brands.

In India it will take a lot of time to achieve something by reasoning ...till then just keep Acting!!!

Lets make money for making celebrating also, to get your brand endorced....

We should agree that those who moved first with Celebrity Endorsements benefited, when Customers were ignorant of the different strategies adopted by the Companies. They blindly believed that the Celebrity who is endorsing the product is a delighted, loyal customer to that brand. Now the situation has changed. It is hard for any Company to convince Customers through such gimmicks. Testimonials from real end-users work better, he need not be a celebrity? That is what I feel. Even the illiterate have started sensing the reality.

Entirely depends on 'celebrity-brand connect', Boost-Sachin tendulakar, Reid n Taylor-big B, 'Juhi-Kurkure' yes, otherwise, celebrity does not add any value other than catching d first time attention.I've done good research on the subject and I completely agree to the 'Vampire Effect'-that celebrity suck all d attention and brand gets unnoticed.

If there is synergy between attribute of d brand and that of celebrity, good craetive that balanced the attention between celebrity and brand, the ad will work and sale may pick up..else not.

I support to the words of Vijay. Its the quality of the product which gains demand for it & not the  celebrity endorsement with the product.

if a product which gained such a big popurality through its ad with a celebrity in it, doesnt maintain a standard quality, then the demand for the product will be diminished within days or months within its launching.

I must say that celebrity endorsement has a value but the quality is the deciding factor for the product.

Dear Varsha,Starting from your ending. " but  its not  always coz ultimate is quality that really works for brands.. not celebrity alone" . As you are already saying QUALITY that really work than why to use Celebrity to say so? Why can't a creative Ad with a good looking models can do the same?

You & me both knows that if you take bath using LUX than you can not become "Karina". Let me ask you - what product you are buying which is promoted using Celebrities & why?

Happy debating.

To me, as a creative person it dosent... Celebrity Branding is a draw mainly for the uneducated, those who look upto these celebrities with awe & wish to look like them but cant. The Product, its placement, Quality, Usage features & Pricing actually matter.

One may look at Dhoni & get influenced to use say Aircel... but practically does it make sense in using it in his/her area of residence. When questions like these are asked, thats where Celebrity Branding FAILS.

Instead, those funds should be spend on Market Placement & Product Visibility.

Actually the bandwagon of celebrity endorsement is more influencial , or say only influencial to lifestyle goods. many times the brand personality is projected by the associated celebrity but in case of low involvement products it is seen more. the core products has never needed the splurge of funds to be dumped into celeb pockets. as far as my experience, most attention grabbing promotions has been the offspring of smartly put concepts and not just bcz of stnading an actor/ cricketer. take the example of Vodafone zoozoo, thy're far from those spotlight personalities but they kept the branding world on their toes... here I agree with Mr. Raut's opinion of utilizing budget to constructive media planning...

Till recent the brands endorsed by celebrities gave a snob value for the consumer  to identify himself with the celebrity ,now he feels that he is buldosed by celebrity for their fee,not really for the goodof the e consumer.

Now there are so many brands being endorsed by each celebrity ,the percecption of quality is seen as negative.There is a  cynical feeling that,the celebrity is endorsing for money,but not the benifit of consumer.

The celebrity endorsement definitely enhances brand AWARENESS,but not desiredsales,as consumer buys as per his need and pocket

Celebrity endorsement is just an enticement for the consumer. Its not a value add at all. It creates a pseudo environment in the consumers mind that the brand that he uses is used by a celebrity!!

I fully support WASTE of MONEY!

Celebrity is as celebrity does! They are all for Louis Vuittons, Cavalli's and Victoria's Secret, they cannot be for a Cambridge, VIP or a Lovable!! They havde the moolah to spend and they do. We have the emotional bonding and as advertisers we exploit it by getting a celebrity on board. Its a game a mad game of money!!

This creates a short term influenace among specific group of consumers. This may be also a money game of the Agents who work as links to hire Big celebrities & all make good fortune out of it.

Celebrities do create quicker attentions but without product value it can not sustain for long period of time.
If we take good example like Aamirkhan for - "Thanda mutlab Cocacola" worked very well as copy of the message itself was very strong & Aamirkhan adds more attention to it.

As Negative example of celebrity AD by HRITIK for TAMARIND from SKumar, this proves that celebrity can not add anything than just a quicker attention in Brand presentations if product do not offer what it says/promise/assure. No consumer is FOOL forever, success of the any publicity/product is ONLY depends on its TRUE REALITY & not on any celebrity.

I agree with Vijay here that paying huge sums of Money for a celebrity is like unacceptable....it overshadows the broduct and brand itself..it just does more wonders for the celebrity as he is having many products that he endorses...as in the case of Dhoni who is doing many product endorsements, which he don't even remember of because there is so many...and with this scattered appraoch..there will be no proper brand focus as it happened with Dhoni where a Soap maker filed the case against him for not turning up for the shoot.  So why waste so much money on the celebrity spend it on advertisement...make it more visible than others...spend on research and things like that..if people just buy because of celebrity who is associated with it then it is not a great reflection of that product...just for money they will support a product which is of no use and start fooling people.....and there are so many instances where celebrity endorsments have flopped.......

Hey Guys,

Don't get me wrong. I am not against celebrity endorsements. Like Big B for Reid & Taylor - gr8. But did Dhini or SRK work for MSD & Belmont. Hritik for biscuits? where is the connect? Often the justification is 'noticeability'. Question - is the celebrity noticed or the brand? what is the residual take off? Remember Salman Khan's ad? or Malika Aurora's?

Has Vodafone done a gr8 job with ZooZoos? Do we yet remember Lalitaji? or the fevicol series?

An ad depending only on celebrity without content is a waste. Often the celebrity overshadows the product. Hence, most celebrity endorsements fail.

QED