Is it necessary to have a brand endorsement for a well estabished brand?

A brand , to reiterate its premium position or brand recall often with the end users should keep doing brand building activities. a brand with a good image in one period may loose its image as another brand might occupy the spot due to stiff competition. Thus one activity in reiterating its leadership position it should also opt for celebrity endorsement in addition to other activities. Because consumers are now thrusted with so many brands , all having same USP,s. choosing a better brand or brand recalling takes place in a fraction of second and the purchase decision is made. To create a positive impact in that second celebrity endorsement is one of the strategy company should adopt. by CHANDRASEKAR, LAFARGE INDIA

I definitely support you.The crescendo of celebrities endorsing brands has been steadily increasing over the past 20 years or so. Marketers overtly acknowledge the power of celebrity in influencing buyer's purchase decision. They have firm believe that likeability or a favorable attitude towards a brand is created by the use of a celebrity. The crore of rupees spent per year on celebrity endorsement contracts show that celebrities like Amitabh Bachchan, Sharukh khan and Sachin Tendulkar play an important role for the advertising industry. It is an established fact that celebrity endorsement can bestow unique features or special attributes upon a product that it may have lacked otherwise.

Hi guys, I am new to the community.

thought of adding my point of view.

First of all whether to go for celebrity endorsement or not depends upon the product category the brand is operating in. Celebrity endorsement make consumers follow the peripheral root of decision making. It helps when the brand is in a low involvement product category. Also if the brand is in a category where all the players have same offerings, celebrity endorsement can make a difference. e.g., May be a person will go for an Airtel connection instead of a Vodafone or an Idea connection as he associates himself with Shahrukh Khan, he wants to be like him.

On the contrary the leading brand in a product category should avoid celebrity endorsement, reason being a slow down in the celebrity's career can affect the brand's reliability.

Ya sometimes brand use celebrities to rectify the bad image of their brand built up due to some controversies. But in this case it should rather be an expert in the product category. A well known dentist can make a toothpaste brand sail out of a controversy & can create a strong reliability upon the brand.

Plz correct me if I am wrong

If this nesessity arises out of need then it is necessary otherwise its just another way of burning up of your advert budget. But responding to Mr. Kiran Dinakrs comment that its a sensitive issue to have a celeberity on your side in India, then i would like him to understand that its this very sensitivity that helps adverts. to connect with the customers. And i hope readers will agree that the amount of risk it throughs back is less then the tremendous potential it has in recalibility, which virtually at times can be created "overnight" through the endorsements. So i vote in the favour of this debate but also call for a judicious use of the endorsement idea..