Celebrity branding or celebrity support is a form of advertising campaign or marketing strategy used by brands, companies or non-profit organizations involving celebrities or famous people who use their social or fame status to help promote products, services, or even raise awareness about environmental or social issues. Marketers use celebrity endorsers in the hope that a positive image of the celebrity endorser of the brand will also be forwarded to a product or brand image associated with a celebrity. Celebrity endorsements are commonly used by fashion or beauty brands, but non-profit organizations rely on celebrities as well, as celebrities have mass communication skills that can attract people's attention and help reach a wider audience to raise their awareness of a particular organization or problem, an effective celebrity fund.
Video Celebrity branding
History
Through the 1760s, royal support was used as a type of celebrity branding to promote the product. The first products that used celebrity endorsements were in the 1760s, in which Josiah Wedgwood and Sons, pottery and glassware producers, used royal support as a marketing tool to demonstrate value within the company and promote their other products ("Celebrity Endorsement - Throughout the Ages , "2004).
In the year 1875-1900 trading cards were introduced, this is where there will be a celebrity photo with a photo of the product. Typically, these trading cards will be provided to consumers by the product or will be included on the packaging of the product itself, which will feature celebrities such as actors or sports stars.
Cigarette brands became heavily involved in celebrity branding, 'Kodas' cigarettes introduced baseball card cards into packets of cigarettes as part of a customer loyalty scheme. This creates a demand for consumers to buy more cigarettes so they can get all the cards from all the baseball players due to celebrity card support.
In the early 1930s the main celebrity celebrity celebrities were athletes, then in 1945 the trend changed and the movie star was the next great celebrity supporter. In 1965, color television was introduced to marketing and there was an increasingly popular demand that took place, when television figures and entertainers became celebrity supporters to communicate their services and products.
Companies and companies in the 1980s then decided to start making products around celebrities ("Celebrity Endorsement - Through the Ages," 2004). An example is in 1984 when the Nike company noticed a talented and young basketball player named Michael Jordan. Michael Jordan later became Nike celebrity brand ambassadors for their sports industry. Nike relies heavily on Michael Jordan's social status to make this brand famous internationally.
Since the company started making products around celebrities and celebrities becoming brand ambassadors for companies, athletes and entertainment celebrities then began to negotiate salaries and pay for them representing companies because of the competition of other companies. Since salaries always increase due to celebrity demands, usually, sales for companies promoted by celebrities will increase.
Furthermore, in the late 1900s, celebrity endorsements came to another level, instead of their image promoting the brand, the company began holding press conferences with celebrities announcing special offers; this means celebrities are now the company's spokesperson. As more and more companies get their celebrity ambassadors to hold press conferences and announce special offers, sales for those brands are increasing rapidly and more offers are being introduced to the market.
In the 2000s, studies have shown that having a celebrity ambassador for a company has increased sales tremendously; such as Nike who signed Tiger Woods in 1996 saw an increase of $ 50 million in sales in golf balls in 2002 ("Celebrity Endorsement - Through the Ages," 2004).
Maps Celebrity branding
Celebrity reach
Celebrity branding or celebrity endorsements of the company's products is very effective because celebrities have the potential to reach a large number of potential customers.
Reach can be loosely defined as the number of people who have seen and/or heard the brand's intended message at least once (Belch & Belch, 2012). If a brand or company decides to use a celebrity branding to market their product, it is likely that they decide to try to reach the full range of potential customers, rather than reaching a small number of consumers but more often - described as frequency (Belch & ).
An example of the usefulness of celebrity reach can be shown in statistics taken from telegraph.co.uk regarding the most followed celebrity celebrities in the world. The most widely followed celebrity Instagram is Selena Gomez, with every post he makes visible to all or most of his 132 million followers. Cristiano Ronaldo is in 2nd place, with 105 million followers, and Ariana Grande is third with 116 million followers. Direct brand support from one of these celebrities will be significant if they post an image with a company product that encourages their followers to go out and buy it, and this is only in Instagram. Imagine the influence of celebrities posting support on all of their social media, (Facebook, Instagram, Twitter, Snapchat, etc.). The reach that A-list celebrities have has the ability to reach millions of potential customers, and as a result can be a very effective way to increase sales, or at least get a brand name out there in a wider audience than ever before.
Brand image
There is a high focus placed on the importance of selecting a trusted and trusted celebrity to support or sponsor a company's products, while still balancing celebrity attraction, power and semblance of a celebrity's public image with the company's current or intended brand image.
Brand image can be described as "a series of beliefs possessed about a particular brand" (Kotler, 1988). Research conducted by Keller & amp; Aaker in 1992 showed that brands with better brand image and positive attitudes were more likely to achieve higher development in their relevant markets. (Keller & amp; Aaker, 1992). Therefore, choosing celebrities who will make a useful contribution to existing or intended imagery and brand attitudes is crucial to ensuring the success of celebrity brands.
Brand alliance
Brand alliances are business strategies that can involve deliberate processes to link two or more established brand names in a special effort to attract the attention of consumers and thereby increase the likelihood of generating additional sales for all businesses involved.
Brand recognition
Brand recognition is a big part of celebrity branding. Brand recognition is where the general public is able to build a brand from its attributes. This works best when a brand is exposed without a company name and then recognized by the customer through visual markers such as logos, slogans, and colors. This example is a Coke where their signature color is red and the consumer recognizes it. Brand Recognition is very effective in promotional campaigns. To measure brand recognition and its effectiveness in promotional campaigns, the company will conduct experiments on study groups to get results. If the brand has the same quality, brand recognition of the product will always have the advantage of higher sales (Investopedia, 2016).
This quote explains that there are two types of celebrity endorsements: explicit and implicit.
Examples of explicit support can be seen through sponsorship agreement Beyoncà ©  © with PepsiCo. In 2012 BeyoncÃÆ' © and PepsiCo sit down and write a partnership deal that is estimated to be worth around. $ 50 million, (Sisario, 2012), which includes standard Pepsi prints and TV commercials that Beyoncà ©  © will appear on, as well as a more unusual 'creative fund' for any future project BeyoncÃÆ' © choose to take (Casserly, 2012 ). This is an effective explicit support because not only has Beyoncà ©  © has an incredible range, being one of the world's greatest female popstars, but also the term 'partnership' feels more sincere for consumers who might make them more inclined to believe that Beyonce supports Pepsi products because he believes in the product and the company behind it, rather than some endearing celebrity endorsements, or where consumers see through endorsement and consider it merely a business decision on behalf of celebrities to earn extra money.
An example of implicit support can be explained by taking into account the more portable 'Beats by Dre' portable speakers that have appeared in pop and hip-hop music videos, (including Lady Gaga, Miley Cyrus, Nicki Minaj and Britney Spears (Ortiz, 2014). The celebrities involved do not explicitly mention Beats products in their music videos, but their presence among these celebrities conveys the message to be a high quality product associated with a high social class, especially those who become industry leaders in music
Benefits
- Celebrity support can build brand equity. An example of this is Nike, before Michael Jordan Nike who sponsors most of the tennis and trajectory athletes and decides to expand their market, which increases sales to become a multibillion-dollar company.
- Celebrity support is used as an advertising strategy, using celebrity status and images, to promote introduction, recall, and brand differentiation.
- This helps customers to remember ads when they see a celebrity that already has their own brand, it will take customers to try or buy the product.
- It also helps brands to highlight brands that do not use celebrity branding.
Excess
- Increases attention to products and brands
- Brush up the brand image
- Brand recognition to new and wider markets
- Brand repositioning
- Branding success guarantee
Benefits for sales and advertising
The advantage of celebrity branding is to have a product that is liked and used by endorsers and put into their lifestyles and have knowledge of the product. This will be an advantage in advertising the product because the endorser will be more passionate about the product and promote the product in a reliable way that the consumer will be assured by (Halonen-Knight and Hurmerinta, 2010).
Celebrity endorsements have a major effect in sales when promoting products and brands, as they can provide information, which is focused on the benefits and outstanding features of the product in an unbiased and standard form, which has a major impact on business revenue (Popescu, GH, 2014 ).
The advantage of celebrity branding is to use social networking, as it is a less effective scheme in assembling and distributing information so that consumers become more aware of the product before buying it, and having great online consumer reviews will increase sales because great advertising is done by companies/brands and celebrities who promote the product.
The most effective ads are ads supported by celebrity endorsements. This celebrity support produces useful results for your product or brand.
Celebrities in advertising make advertisements more visible to consumers, they stand out from the media clutter and therefore are a good foundation for capturing and retaining consumer attention (Muda et al., 2012). Research has shown that using celebrities in advertising increases the message persuasion power that results in consumers having better memory and recognition for products or brands (Zhou & Whitla, 2013). Young et al. (2014) states that having a celebrity in ads positively affects the size of ad effectiveness (ie consumer attitudes toward brands, consumer attitudes toward advertising, and buying intent).
Celebrities are considered to have qualities such as attractiveness, expertise, trust and excitement, which advertisers hope will be transferred to a brand or product thereby creating a positive image for that product or brand (Muda et al., 2012). Many consumers idolize celebrities and seek to imitate their lives with the clothes they wear and the products they consume (Aureliano-Silva et al., 2015). Celebrities create meaning for consumers through their interactions with products in advertising (Muda et al., 2012; Aureliano-Silva et al., 2015).
Disadvantages
Due to the well-known celebrity life that is constantly being reviewed and researched by the media, there is the risk of using a celebrity in advertising (Jin & Phua, 2014).
The term eclipsing (also referred to as overshadowing) is used to illustrate the example where a celebrity in the advertisement goes beyond the advertised product by occupying more time or space than the advertised product, this is negative for the advertiser because the product is not the primary focus for the consumer (Ilicic & ; Webster, 2014). It is important for advertising effectiveness to ensure that the product is the focus of attention (Keel & Nataraajan, 2012).
Overexposure refers to the negative effects that are the result of when a celebrity endorses multiple products of the same kind at one time (Young et al., 2012). Consumers can become more skeptical of celebrity motives to validate the product and may therefore consider celebrities to be less credible when supporting multiple products (Ilicic & Webster, 2011).
Celebrity endorsements do not guarantee long-term beneficial effects, because the risk to advertisers that celebrity endorsers can get stuck in a scandal, creates a negative perception to consumers (Zhou & Whitla, 2013). Common celebrity scandals involving alcohol, drugs, sex, or crime-related events (Young et al., 2012). This scandal can have a negative effect on the brand image, because the consumer's negative perception of the celebrity endorser can be transferred to the brand, thus negatively affecting the sales of brand products (Zhou & Whitla, 2013). One of the biggest profiles of celebrity profile scandals in recent history is the Tiger Woods affair scandal in 2009, at the time, Tiger Woods was the brand ambassador for Nike's golf clothing and shoes. It is estimated that Nike lost about US $ 5-12 billion due to this scandal (Zhou & Whitla, 2013).
The consumer's view of the celebrity endorser may change, because of the changes in the celebrity image (Muda et al., 2012). Changes in the picture may be caused by injury, physical appearance, marital status change, or a decrease in professional visibility and this may result in the celebrity endorser no longer adjusting the product or brand supported (Muda et al., 2012; Keel & Nataraajan, 2012).
- Brand image may change if a celebrity causes a name or a bad reputation.
- Celebrities can be over exposed. An example of this is Tiger Woods when he works for so many companies his credibility begins to suffer.
- Celebrities start shading brands. Customers will start focusing on celebrities rather than products.
Count
Using celebrity endorsements has its risks and benefits. Some of the opportunities provided by endorsements may have two sides to it, making it a potential risk as well.
- Celebrities may cover the product: There may be celebrity opportunities getting more attention from supported products, which can cause consumers to remember only celebrities rather than products.
- Celebrity support credibility: Consumers are now more aware of how advertising and celebrity endorsements work, which leads them to question the credibility of celebrities in advertising as more and more consumers begin to voice their opinions asking whether the brand or product should be trusted based on paid celebrities to support product.
Bad strategy
Through celebrity branding, there are many disadvantages for businesses that choose to take this strategy. Many disadvantages for celebrity branding can involve celebrities who overshadow a business or have too much over exposure, other factors can also include poor image changes or public controversy. Celebrities who decide businesses to use as the face of their campaigns can have a negative impact on organizations because of their previous image or slump in their fame. If companies design their new product or product to fit the celebrity's image, the product may not appeal to some consumers due to lack of trust, attraction or knowledge, and this will make a loss in purchases. Businesses can also run the risk of losing customers loyal to other competitors.
Risk
When a celebrity promotes a brand, there is a risk involved, where there is a miscommunication between the consumer and the product representation. In some cases, there is no relationship between the product and the celebrity, which can be an effective or defective result due to product position and relevance. When Celebrity Branding is not successful for the company, celebrities can be seen as a scheme to promote the person as a marketing tool. Ideally, some consumers believe that companies that use celebrity endorsers, as marketing strategies to promote products should choose endorsers who utilize and enjoy using the product. Therefore, they ethically trust the brand and show consumers the effects of the product and make the advertisement more reliable. Instead of a celebrity endorser promoting a brand simply because of their social status and no relevance between the product and the celebrity (Popescu, G.H, 2014).
Companies that use celebrity endorsers are at financial risk, whether they choose the right celebrity endorser to represent their brand and repay the favor with increased sales, or to make the brand known on a wider scale. Companies also take the risk of hoping that the celebrity endorser they choose will portray their brand in the right way, because small or large errors can harm the company in negative outcomes, especially since the celebrity's social status can affect a very large audience. This can happen because of miscommunication between the company and the endorser that advertises the product or service (Halonen-Knight and Hurmerinta, 2010).
Celebrity endorsements typically impact the feelings of customers and their positioning about advertising and brands, thereby increasing purchasing and selling intentions (Bondrea and $ tefanescu-MihÃÆ'¤ilÃÆ'¤, 2004). Therefore, if there is a communication error, it can beat the sale and portray the brand negatively. Financially, companies can invest up to millions of dollars when choosing a celebrity to promote their brand; therefore they do not expect unwanted effects.
Risk for company
Although for businesses, hiring celebrities to validate their brands seems to be an effective and profitable way to expand their brand growth - there is a big risk by choosing this type of marketing strategy that can cause a damaging impact on the business. Therefore choosing this strategy can be profitable or big loss.
When observing the communication process, the three main factors when communicating information are through the sender, channel and receiver but then considering the surrounding noise - the noise becomes something that can interfere with the intended message sent from the source to the receiver. (Belch, G. E., & Belch, M. A. (2012).) A company when choosing a celebrity to represent their brand, they must carefully examine the reputation and image of this person and whether it coincides and complements with their products and goals. A business must have the trust in this celebrity to keep acting in a way that does not diminish the brand's reputation, otherwise there may be a definite negative impact on how consumers interpret messages from brands.
For example, in the latest news of global tennis star Maria Sharapova who has become a leading role model and highest paid female athlete ("Maria Sharapova: Has it broken the star brand? - CNN.com," 2016) for the past 11 years since she was 17 trapped in a scandal after he failed a major drug test. Sharipova, which supports some of the largest and most successful organizations like Nike, Poshe and Evian - is instantly dropped by the business as soon as there is news of drug failure as it proves that this will jeopardize the company's reputation and leave consumers with their different and unwanted brand views. This shows that even the most trusted and trustworthy celebrities can slip and cause brand image and reputation to be at stake.
News of the controversy surrounding celebrities will be a sure source of noise and this changes the message a brand wants to convey. Consumers will have certain connotations and personal views on celebrities after negative news about them arises, which consequently will directly affect the same consumer image of the company. This is known as the term 'Source-Related Thinking' in which the source significantly affects the recipient's mind. It has been said that "If consumers find a certain spokesperson irritating or untrustworthy, they tend to accept what these sources say... The recipient who reacts well to the source produces a favorable thought, or a source of bolsters." (Belch, GE, & Belch, MA (2012).) This means that if a company chooses to market their brand using a celebrity, they must ensure that their target market will appeal to this person as they develop a feeling for the consumer regardless of brand of their products. Therefore, it would be useless to use teen movie stars to support anti-wrinkle creams or highly misogynous politicians to promote women's campaigns - people will not like trust or like business because they dislike or unrelated to the celebrity spokesperson that represents it. Choosing a celebrity in which the target market business will appeal will convey and forward the message effectively.
The whole purpose of marketing and advertising is to draw attention to your business and persuade or manipulate the target market into consumer goods or services. The more attention brought to the company, the greater the opportunity to communicate with consumers. By using celebrity branding, there are advantages because this person already has a lot of audience and follow, attention can be drawn easily. That's how business takes advantage of these decisions to decide whether the results are favorable or negative to the brand because there is a sweet effect if mistakes are made because of the many people who watch and make judgments. Sensory theory of market/sensory marketing is where marketers relate to an audience on an emotional level. By taking advantage of the attention already built, the right brand celebrity whether the brand is looking for celebrities with sex appeal or charity or generosity reputation, this can develop an emotional response and connections from consumers that can greatly benefit the business. Though of course if celebrities have undesirable traits, this can produce a negative emotional response that will transform consumers of a brand. (Heath, R., Brandt, D., & Nairn, A. (2006).)
Choose to use a celebrity branding strategy to connect to consumers whether win or lose. With such an unexpected future, using celebrities to support products and businesses can bring enormous positives or can have devastating effects but there is no way to predict the outcomes that businesses will gain. By choosing the most trustworthy and appropriate celebrities that fit the business will be the safest bet to achieve success and prevent reputational damage. Businesses must outweigh the pros and cons and decide if they are ready to take the risk.
Effectiveness
Kelman (1961) claims that sources (defined as individuals or groups intent on communicating an idea, or message to their target audience, also known as senders (Finne & GrÃÆ'n¶nroos, 2009)), will be more effective in their goals to convince consumers to buy products if the recipient considers them as interesting, credible, and strong (Kelman, 1961). The attraction of the sender is determined by how much the audience likes the person making the statement about the company/product. Credibility can refer to how much we trust individual opinions/morals, and how to convince their beliefs on the products they sponsor (Rifon et al., 2004). Someone is considered strong when they can "influence behavior because of rewards or perceived punishment" (DahlÃÆ' Â © n et al., 2010).
One of the most obvious examples of the importance of celebrity credibility when supporting a product can be seen with Tiger Woods's support of Nike in 2000. Tiger Woods's involvement in Nike "earned around 4.5 million subscribers and $ 60 million in profit" (CBS Interactive Inc., 2010). However, after the 2009 scandal, (Tiger was caught sleeping with about 7 women while married to his wife (Bacon & Busbee, 2012)), Nike began to see a shift in their sales. According to a study by Carnegie Mellon University's Tepper School of Business, "the scandal cost $ 1.7 million in sales and caused the company to lose nearly 105,000 customers..." (Carnegie Mellon University, 2010). This only shows that although Tiger Woods still appeals to consumers, and is still a very powerful man, he is no longer credible and as a result his support in later years is more dangerous than good.
Usage
Celebrity branding is used to help create the image further as a brand. Celebrity use helps to humanize the brand. This creates brand identity when consumers begin to connect the characteristics of celebrities with brands. There are different ways CELEBRITY BRANDING CAN BE USED IN PAID AND UNPAID ENDORSEMENT METHODS.
Celebrity branding can take several different forms, from celebrity appearances in ads to products, services or charities, to celebrities attending a PR event, creating their own product line or service, or a funher name as a brand. The most popular form of the celebrity brand line is for clothing and perfumery. Some singers, models and movie stars have at least one licensed product or service that bears their name. The use of celebrities or sports professionals can have a major impact on brands. For example, Nike's golf apparel and footwear sales doubled after Tiger Woods signed up for a sponsorship deal.
Celebrities also provide voice-overs for advertising. Some celebrities have different sounds that can be recognized even when the face is not visible on the screen. This is a much smoother way to add celebrity branding to your product or service. An example of such an ad campaign is Sean Connery's voice for Level 3 Communications.
Celebrity branding is a global phenomenon and is considered very important in countries like India, where people can treat celebrities as virtual gods. There is a certain correlation between successful branding of celebrities and brand support. Recently, advertisers began trying to measure and qualify the use of celebrities in their marketing campaigns by evaluating their awareness, attractiveness, and relevance with brand image and celebrity influences on consumer buying behavior.
However, in some cases, celebrities do not give permission to associate with the brand and are wrongly associated with the brand. For example, on July 23, 2008, Taco Bell launched "Why Pay More?" campaign and use the name and brand of 50 Cent as a way to support the low-cost menu. 50 Cent is unaware of this support and is therefore seeking legal action. He filed a lawsuit against Taco Bell and sued $ 4 million. He won the case.
Support paid
Paid support or clear support involves contracts between brands and celebrities for celebrities to represent the brand in an advertising campaign. The contract may involve some restrictions on the actions of celebrities; such as cutting their hair or supporting a direct competitor. Paid support involves contracts between brands and celebrities to represent the brand. Celebrities will generally earn some money to support the brand but also have some guidelines to follow. Some of the paid support methods are:
- Ads
Ads can include television ads, radio, billboards, or magazine posters showing celebrities in brand ads to help improve the product image. Celebrities can be viewed using the product, or the main character, as seen in the ad can help viewers connect them with the brand. An example of Celebrity Branding in advertisement is George Clooney in the campaign campaign Nespressos 'What's more'. Celebrities used for voice-overs or radio ads generally have different sounds that will be recognizable to viewers like Morgan Freeman's voice.
- PR events
Brands use events for celebrities to see, as they help show their support or association with the brand. Taking photos of celebrities at the event has led viewers to associate them with those who support the brand, getting viewers to associate positive relationships. This can be done through celebrities who host brand events, like the Victoria Secret Show, using celebrities to perform on the catwalk.
- Social Media
Celebrities promote brands using social media using social media, such as Instagram, Facebook, or Snapchat. This helps brands target celebrity followers to create an association between the two.
Social media sites, including Twitter, Instagram and Facebook, are popular non-traditional media for celebrities that support products and brands (Jin & Phua, 2014). The advantage of using celebrity endorsements in social media is the great reach that celebrities have. This means that many viewers are exposed to the influence of celebrities to encourage positive brand buying behavior (Jin & Phua, 2014). In 2013, the most followed accounts on Twitter with over 30 million followers were Justin Bieber, Lady Gaga and Katy Perry (Jin & amp; Phua, 2014). Jin and Phua, (2014) claim that the more one's followers have greater social influence that they hold. In addition to reaching out to their followers, any posts can be shared by their followers to extend reach to further audiences (Jin & amp; Phua, 2014). Another benefit of using social media for celebrity endorsements is the interactive nature of these non-traditional media, (Cunningham & Bright, 2012), it helps build relationships between celebrity endorsers, consumers, and brands.
In 2009, growing concerns about consumers being misled by celebrity supporters on social media platforms led to the Federal Trade Commission introducing a set of guidelines to protect consumers called "A Guide to Use of Support and Testimonials in Advertising" (Cunningham & Bright, 2012). As a result, celebrity endorsers are required to advise consumers when they are paid to certify the product (Cunningham & Bright, 2012), this can be done through the hashtags #ad, #spon, #paid
Hiring spokespersons or celebrities has increased as a digital marketing technique. Celebrities have been supporting business products and services in television and print media for decades. However, Instagram social networking sites are now often used as a platform for businesses to market their products or services either through third party pages, such as celebrating, or directly through their own Instagram pages. After starting out as a social networking site, Instagram has evolved into a successful marketing tool. What's so special about Instagram is the fact that it encourages electronic word of mouth, which exists only in the concept of sharing. Companies can easily tag usernames for Instagram business pages to allow potential other customers to browse Instagram accounts in just one click.
The advertising culture in Instagram comes naturally when businesses realize that celebrities have a direct means of communication to their demographic targets. According to Telegraph (2015), the ten most popular Instagram accounts are all celebrities that all have around 30 million followers. By partnering with one of these celebrities, the business has reached an engaged and targeted audience of 30 million people. Many of America's top celebrity Instagram accounts continue to promote products like health supplements, vitamins and detox teas. This is not a spontaneous proclamation, but postings are paid for by brands to advertise products to the following celebrities.
In Instagram only, profiles with three to seven million followers can charge as much as $ 75,000 per support, even profiles with 50,000 to 500,000 followers can earn $ 1000 for a post on Instagram. At the top end of the digital celebrity pay scale, some posts can generate about $ 300,000, especially when Instagram images can easily be linked to other social media platforms like Facebook or Twitter.
One of the most famous celebrities to promote the brand on his Instagram page is Kim Kardashian. He currently advertises for at least eight different brands, ranging from jewelry to morning sickness medicine, earning about $ 51 million from posting on his social media channel only. Similarly, soccer player Cristiano Ronaldo supports TAG Heuer through his Instagram account, he dutifully thanks them for his watch which has been given as a 'gift' and signs his posts on Instagram with companies that advertise the slogan.
The global brand extends the use of digital communication through social media. Companies that use Instagram as a form of digital communication include, high fashion brands like Christian Louboutin and Chanel. Both have been known to send products to influential users in exchange for Instagram posting and acknowledgment.
Puma SE recently upgraded their digital marketing campaign through the use of sponsored advertising and support on Instagram. This now allows products to be purchased directly from social media platforms. As well as facilitating interaction with the company's target audience, promoting the product through instagram can also generate media coverage. For example, Puma has been in tune with Kylie Jenner to coach Puma Fierce; reactions in social media for this collaboration from the likes of Kanye West have increased awareness of the product.
Post a celebrity ad on Instagram can generate more than 10 million engagements, according to social media data provider D'marie Archive. This makes these forms of digital marketing communications an attractive bet for advertisers looking for the eyes of a thousand years. In addition, principal analyst at eMarketer Debra Williamson stated that these celebrities influence teenagers and young adults when it comes to making purchases, companies can reach people through Instagram that will not be achieved. This is because visual images tend to be more interesting than text only. Instagram has become an interactive channel that brands can use to communicate with their customers on a more personal level.
Since Instagram has turned out to be one of the most influential forms of mass communication, the rules surrounding Instagram advertising have been developed overtime to ensure that institutions are not misusing the platform.
Unpaid support
Unpaid support or secret support occurs when celebrities wear or use products from a particular brand because they like it. Brands can send free samples to celebrities to try their products, and review or use them on social media to give their opinion about the product. Many beauty companies use this to ask YouTube reviewers to review their products so they get free advertising. Sometimes a celebrity is given merchandise by brand to use or use in public places where there is maximum exposure, such as events. This is called "gift" and celebrities may support the brand by taking prize photos and putting them on their social media accounts for fans and their followers to see them. While the "gift" may appear to be unpaid, the costs are attributed to this support, since the brand does not have any contract with a celebrity and will have little or no protection against what happens during unpaid endorsement. Celebrities are seen wearing or using the product because they love it themselves. They can be seen wearing products in public or in photos on social media. This is a 'free ad' for brands. The disadvantage of this is that the brand has no control over what messages or images promoted by the celebrities associated with the brand.
Celebrity support criteria
Celebrity endorsements also influence celebrities. The brand itself can have positive and negative influences on celebrity images that show the reverse effects of celebrities that support the brand.
Benefits
- Positive image: If a celebrity is a supporter for a company with a positive image, celebrities can earn the same brand reputation that they associate. This can happen if they join an eco-friendly brand, celebrities can look eco-friendly as well.
- Earnings: Brands will pay an enormous amount of money for celebrities to support their products or services. This means celebrities earn more revenue because they only associate it with the brand.
- Fame: Celebrities can also gain greater followers from brand consumers. They think that if celebrities like the brand they do, they should also like celebrities.
Losses
- Loss of credibility: If a brand does something that is deemed unacceptable to consumers, celebrities can also be seen in this regard. This can cause celebrity followers to doubt it, not just the brand. The assumption can be made that celebrities agree with all brand actions and become less credible by the association.
- Get out more support: By celebrities who support one brand, they can suspend other brands offering support offers which means they can lose more money or get a deal with a brand they prefer. They can also be seen as not liking other competing brands or can not associate themselves with other brands like Nike and Adidas, because they are in the same market.
Importance
Celebrity branding has become a marketing strategy to help attract brands for new consumers. They are a way for brands to increase their sales and grow their markets, have a big influence on society because they are seen as opinion leaders. Brands build relationships with new consumers through celebrities who support their products. Celebrities can catch the attention of consumers and identify with the brand, which leads to sales and make the brand more desirable than other competitors. They also have an influence over their followers as consumers show an increase in obsession with celebrities'. Connections can be done with consumers in ways that the brand can not. Several generations look for celebrities because they can aspire to be like them. Many brands will ride a wave of celebrity successes while using it in endorsement.
Effectiveness
It is important for brands to choose their celebrity endorsers carefully after considering factors, such as who matches the brand image and what type of message the brand wants to convey to the audience. It is also important for celebrity endorsers to be attractive, credible, and trustworthy as celebrity imagery increases the effectiveness of advertising.
A report by Brand Affinity Technologies (BAT), a celebrity marketing company, discusses the effectiveness of celebrity endorsements in social media advertising. In 2011, BAT analyzed 200 social media endorsements against comparable social media ads that did not feature any celebrity and found that the supported messages gave an enormous lift performance: the results showed that a 50% increase was made in cost per action for messages that passed over unsupported ads, and click-through-rates for supported messages are 17 ~ 21 times higher.
Matching hypothesis
Match-up hypotheses generally indicate that the image of a product or brand supported by a celebrity must match the celebrity's image to create an effective ad. Counter hypothesis is only relevant when the advertised product or brand is associated with a product that enhances a person's attractiveness. Thus, it is not only important that product images and celebrities match, but the importance of the need for two images to be attractively matched is emphasized.
Example one (touchpoint)
The All Blacks partnership with Adidas is again an accurate example. It has always been made clear that the All Blacks are using Adidas in any media form that appears. Adidas benefited from his alliance with the All Blacks because of the high All Black reputation and the fact that they only used the best equipment. The All Blacks are constantly following in every form of media. This concludes the reason why Adidas is their main sponsor - they want to be part of the fame and success of 'All Black'.
Consumers describe the cultural code embodied in celebrity images and actively identify the personal, social and cultural meaning of these idols. Therefore, this is why celebrity branding and support through technology has become increasingly trend with the initial contact point of communicative advertising. More and more corporate brands are signing up celebrities to differentiate their brands and create more competitive advantages through the media (IIicic & M. Webster, 2015). For example, if two brands have similar or nearly identical products, it is almost guaranteed that brands with more established and famous celebrities will be more successful in sales and interests (Ambroise, Pantin-Sohler, Valette-Florence & Albert, 2014). Large companies like Adidas and Nike use famous celebrities to appeal to the emotional side of the average consumer. Celebrities give more than entertainment. They influence consumer perceptions, behavior, values, and decisions (Choi and Rifon, 2012).
Celebrity branding has become an important tool for promoting and communicating brands. Whereas there used to be only three traditional methods, they were no longer widely used. Due to all these annoying and personal new media forms, celebrity life has become more transparent to the public, making them seem as if their lifestyle is more achievable. The touch point is one of the important reasons for this. Celebrities are therefore viewed as an honest source of information â € <â €
Brand celebrity entrepreneurship
Celebrity entrepreneurial branding refers to when a celebrity connects itself as a financial stakeholder and/or decision maker of the product line (Muda et al., 2014). There are three types of involvement a celebrity can have with a product line branding, this is mono-branding, co-branded celebrity products and non-celebrity branded products (Keel & Nataraajan, 2012). Clothing and fragrances are the most common type of product line (Patra & Datta, 2010).
Mono-branding
Mono-branding refers when a product only carries the Celebrity name and the manufacturer does not directly associate itself with the product (Keel & Nataraajan, 2012). Keel and Nataraajan (2012) state that mono-branding is usually used to expand the customer base, or to expand the brand. An example of this, is the collaboration between producers Elizabeth Arden and Britney Spears who created the fragrance line Britney Spears (Keel & Nataraajan, 2012).
Co-branded celebrity products
Brand-brand celebrity products refer to strategic alliances between two brands, to develop, produce and market products, while all parties retain their names (Keel & Nataraajan, 2012). Oeppen and Jamal (2014) state that there are three levels of co-branding: reach/awareness co-branding, value validation and co-branding of value consciousness. Reach/awareness co-branding is the lowest level and the goal is to maximize brand awareness (Oeppen, & Jamal, 2014). At the second level is a co-branding value endorsement that aims to align one or both brand values ​​in the minds of consumers (Oeppen, & Jamal, 2014). Finally, co-branding materials. This level of co-brandings aims to create higher value creation by using products from leading brands in the market "as a component of other brands" (Oeppen, & Jamal, 2014). The common-brand celebrity products are generally used to create greater value, expand the customer base and increase brand awareness for both brands involved (Keel & Nataraajan, 2012). An example of a co-branded celebrity product is the collaboration between Taylor Swift and Keds boots that in 2012 released a series of shoes called Taylor Swift for Keds Collection (Kreller & Sabatelle, 2013).
Non-mobile branded products
Non-celebrity branded products are non-branded products with manufacturers or celebrity names (Keel & amp; Nataraajan, 2012). Keel and Nataraajan (2012) state that this celebrity branding method is commonly used when celebrity support has a 'narrow audience', is limited appeal to a wider market, or an imperfect celebrity product relationship. The product or brand may have better success or wider appeal if not directly related to the celebrity entrepreneurial endorser. This is largely common in the food industry, with many restaurants opening celebrities, for example Arnold Schwarzenegger opened Schatzi, an Austrian restaurant. An example of this in the alternative industry is the clothing line 6126, which was founded by Lindsay Lohan (Keel & Nataraajan, 2012).
Famous musicians collaborate with designer brands
The wider community has embraced the fashion choices of many musicians, and the collaboration of renowned musicians and designers brands is not exclusive to the 21st century. For example, Nirvana's main man, Kurt Cobain, represents grunge 90 mode while rapper Tupac Shukar is a symbol for the 90's hip hop fashion. When the sales of hip hop music increased during the 1980s and 1990s, many apparel manufacturers wanted to capitalize on this trend. Karl Kani, a clothing brand centered around urban hip hop culture, attributes most of his success to the likes of Tupac and Mos Def wearing his clothes. Music and fashion continue to intersect today because of the trend of celebrity musicians collaborating with designer brands. According to the Marketing Management Journal , celebrity endorsements can be effective because consumers trust celebrity figures and consequently support the brand given by the endorser market. The evaluation of celebrity branding also shows that credible advertising messages, coupled with the right endorsers, can build consumer loyalty to the brand. Companies today often work with renowned musicians to reap a variety of benefits for their business such as raising brand awareness. Singer and songwriter, Lana Del Rey, in collaboration with H & amp; M, and a study found that postings containing Del Rey on the Facebook brand page received more likes than their regular posts, averaging around 667,000 likes per post. Over the past few years, many other famous musicians have started their own collection of capsules with designer brands.
FENTY PUMA by Rihanna
In December 2014, Grammy award winner, Rihanna became brand ambassador and creative director of the fashion clothing brand PUMA. In this role, Rihanna oversees a line of women brands that include collaboration in clothing, footwear, and accessories. In 2015, Rihanna released her first shoe collaboration with PUMA, Creeper, which sold out within three hours of its pre-sale launch. Following success, Rihanna and PUMA work together to create her first fashion line named after her last name: FENTY PUMA by Rihanna. Each season the collection has introduced a different concept visually. The first season down has roots in the goth-streetwear culture, a collection of spring/summer 2017 inspired by the French and described by Rihanna as, "If Marie Antoinette goes to the gym and needs something to wear." In addition, the fall autumn/winter 2018 has collections influenced by different school groups. The pieces of clothing featured elements such as exaggerated beam letters and preppy silhouettes all designed by the singer's own help. In an interview with Vogue, Rihanna said, "I never got a chance to dress up at school... I always have to wear school uniforms... make this collection, I can have a little fun and play and create." Rihanna's last collection with PUMA down on March 15, 2018 combines racial culture and beachwear. According to Rihanna, making this collection "is really a challenge" but she "really wants to make something completely different" than anything she's ever done before with PUMA. The introduction of Rihanna's lines is not only praised by critics and fashion bloggers, but has brought great success to the company. Since its collaboration with musicians, PUMA has seen an 183% search increase on their site and Rihanna's Velvet Creepers won the Shoe of the Year Award in 2016.
GUESS x A $ AP Rocky
In 2016, GUESS collaborated with rapper, Rocky A $ AP, on a collection of capsules featuring a series of clothing and accessories for men and women. Because A $ AP Rocky is a prominent rapper who is also known for his style and interest in the fashion industry, the original Los Angeles brand, GUESS, teamed up with him to release a collection of 90s hip-hop decline with modern rounds. Referring to the initial concept of collaboration, Rocky said, "It's just about doing this whole setback thing and bringing back Guess and just pointing out the importance in hip hop Let's be real, Guess is s ** t for hip hop." -Excellent GUESS pieces like triangular logos, colored stripes, and denim jackets are pressed with a redesigned version of the GUESS logo on the back. Most parts in the collection replace the original "s" in "GUESS" with embroidered dollar signs to represent the emblem of the rapper. According to Rocky, the phrase is also meant for nostalgic, "I just want to bring that feeling back to our generation.There are so many things they do not know, even with access to the Internet.I have a platform, so I" I'm just trying to show it to kids what children they miss. They did not know about the 80s and early 90s. "During the summer of 2017, rapper and GUESS entertain pop-up stores in New York City and West Hollywood where celebrities and fans attended to get the first chance to buy something of the collection Despite the buzz of its collaboration with GUESS, the company still reported a $ 21.3 million loss in the first fiscal quarter in May 2017.
Fred Perry x Amy Winehouse Foundation
Fred Perry is a British clothing brand founded in 1952 by three Wimbledon champion Fred Perry. This brand is known for its expensive yet casual clothing, plain cashmere, sport-inspired clothing, and engagement in mod culture. In 2010, the brand collaborated with British singer Amy Winehouse to release inspired collections 50 and 60 all designed by Winehouse himself. Richard Martin, former marketing director for Fred Perry, said that the brand chose to collaborate with Winehouse because they "know that he is a true fan of the brand" and because "Amy has a unique sense of style that reflects the historical reference points of the brand itself. For the Winehouse collection inspired by his own retro cabinets and said, "I still dress like I am in the 50's." The lines vary in a variety of products, featuring plaid shirts and rompers, vintage sweaters, and plain with embroidery that replicates the singer's own tattoo design. The singer lived only during the first drop of her collaboration featuring pieces such as an argyle length sweater she often saw in the public, as well as during her recording session with Tony Bennett. After Amy Winehouse died on July 23, 2011, Fred Perry finally received permission from his family to continue releasing the rest of the collection over the next few years. Mitch Winehouse, the singer's father said, "When Fred Perry came to us to ask what we wanted to do with the new collection, it was natural to continue." Amy loves working in both collections and wants them to be available. The singer collection with Fred Perry is still available for sale online, but some new sections are not based on original design by Ms. Winehouse. In contrast, tattoo artist Henry Hate and design team Fred Perry have worked together to continue working on the collection. Since the new collaboration, all sales from Fall 2011 and Spring 2012 collections have been donated to the Amy Winehouse Foundation. Amy Winehouse Foundation was started by the singer's parents after she died, and mainly aims to prevent the effects of drug and alcohol abuse on young people. Fred Perry continues to make seasonal donations to the Amy Winehouse Foundation.
In the current world
In modern times, many businesses choose to use celebrities in their marketing communications to make their products or organizations look attractive to consumers, such a strategy is used to increase sales and help it look more popular than other competitors. By using many famous celebrities to become the face of their business campaigns, it puts a high brand placement in the minds of consumers and helps demonstrate trust, expertise, and attraction by using celebrities (Escalas & Bettman, 2015, p Xx). By using celebrities that not only make consumers feel attracted to the product, it also retains the attention and keeps a higher memory of business in their minds because of their fame in today's modern environment. Many businesses around the world are flooded with competitors so turning to celebrity brands to attract targeted consumers, as celebrities seen as role models will spark a sense of need and satisfaction with the product in the minds of consumers and will make it more business-related.
Related to marketing and advertising
Celebrity branding is very important in sending messages from the communicator to the audience. These celebrities are often referred to as opinion leaders or Opinion Steers. An opinion leader is a well-known individual or group that is used to help influence opinions about a particular subject or material because of the social standing they feel. Not to be confused with the former opinion, which is someone who has professional skills due to previous studies and/or jobs and is known to have knowledge in the field. This celebrity or OL will communicate with the audience through socially mediated communication that allows the audience to create meaning through their own interactions. Examples of outlets include magazines, billboards, television commercials, social media promotions, and promotional events.
Leaders of opinion is the first step in the element of persuasion. This is very important for a pre-purchase experience when consumers are most interested in marketing the products they want to buy. The power of persuasion held by opinion leaders will change depending on many different factors. The first is their credibility, it also works in turn with perceived belief. Consumers are more likely to believe that the campaign is sincere if the opinion leader is someone who has a reputation for being honest and credible. Another factor is their expertise in the field, although they do not have to be at the opinion-forming level of expertise, any previous action, study or work that can help consumers believe they know little about what they are promoting. , also helps with the authenticity of advertising. For some people, the superficial values ​​have the greatest weight in persuasion, just like that
Source of the article : Wikipedia
0 Comments