Celebrity endoresement: the danger of using serial endorsers
Posted by Femi Akinlabi on February 28, 2011
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Celebrities are seen as popular personalities with an appealing aura that ignites ‘supersonic’ excitement among fans. This appeal makes celebrities highly valued for brand communications. There is a plethora of evidence to show that using celebrities can increase brand salience. But success is dependent on strong alignment between the celebrity and target audience, and appropriate use of the celebrity in the brand communications.
Some of the celebrities who are more popular among their contemporaries often enjoy being used to endorse more than one brand. Examples of these celebrities include David Beckham and Tiger Wood among others. I have observed that some of these celebrities endorse any products from any category without considering the implication for the products.
I have always wondered if the marketers who use these celebrities with ‘saturated’ faces consult the audience and thoughtfully consider the impact a recycled serial endorser may have on their brand.
While I’m not completely against serial endorsement, I think three factors are important before a celebrity is chosen for a product. First, it essential to consider the celebrity’s level of endorsement saturation. Having the same face on many brands will only promote the celebrity, not the brand. Second, it is important to gauge the kind of emotional feeling the celebrity will evoke amongst the target consumers. Where the emotional feeling is negative, the brand being promoted is likely to suffer. And lastly, the celebrity’s personality must align with the brand. A mismatch between the celebrity and the brand being promoted is likely to lead to a lose-lose situation for both the celebrity and the brand: consumers are not likely to buy the brand and the celebrity will be scorned for going into a territory beyond his/her space.