Branding is the distribution of Merchandise with a brand name or a symbol imprinted. Celebrity branding is defined as a form of an advertising campaign or marketing strategy which uses a celebrity’s fame or social status to promote a product, brand or service to raise awareness about an issue.
In India celebrity culture is very wide spread and deeply embedded in the Indian culture. People relate to their favorite Television and movie stars so they tend to grow fond towards a particular brand just because these public figures are associated with it. People love using products their idols are using as the common people want to copy them. Celebrity branding has become a trend in the country because the recall value of advertisement increases and there is hike in the sells as well.
As we know everything has a good and a bad side to it let’s discuss the pro and cons of celebrity branding:
- The brand becomes more known to people when a certain well known celebrity gets associated with it. While there is also possibility that celebrities go through major image change. There are chances this shift can be both good and bad for the brand. The brand should be aware of possible consequences.
- In the modern day every brand uses celebrities to give the extra push to their brand and the features are also continuously updated. On the other hand the fame of a superstar can dominate the brand image as well as its value.
- The huge fandom of the star gets to know about the brand and thus increases the goodwill of the brand. While endorsements in normal cases are very costly, only brands with a huge turnover can afford a big celebrity to represent their brand.
