1. Consistency and long-term commitment:As with branding, companies should try to maintain consistency between the endorser and the brand to establish a strong personality and identity. More importantly, companies should view celebrity endorsements as long- term strategic decisions rather than short-term tactical decisions which could be changed on a frequent basis.
2. Three prerequisites to selecting celebrities:Before signing on celebrities to endorse their brands, companies need to ensure that they meet three basic prerequisites, namely the endorser should be attractive, have a positive image in society, and be perceived as having the necessary knowledge (although it might be difficult for a celebrity to meet all three prerequisites).
3. Celebrity–brand match:In line with the model described earlier, companies should ensure a match between the brand being endorsed and the endorser so that the endorsements are able to strongly influence the thought processes of consumers and create a positive
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93perception of the brand. They should enhance the consumers’
perception about their lifestyle and elevate them emotionally.
4. Constant monitoring:Companies should monitor the behavior, conduct and public image of the endorser continuously to minimize any potential negative publicity. One of the most effective ways to do this is to ensure that celebrity endorsement contracts are effectively drafted, keeping in mind any such negative events. These contracts should guide companies and celebrities alike about their overall conduct in relation to the brand.
5. Selecting unique endorsers:Companies should try to bring on board those celebrities who do not endorse competitors’ products or other quite different products, so that there is a clear transfer of personality and identity between the endorser and the brand.
6. Timing:As celebrities command a high price tag, companies should be on the constant lookout for emerging celebrities who show some promise and potential and sign them on in their formative years if possible to ensure a win–win situation.
7. Brand over endorser:When celebrities are used to endorse brands, one obvious result could be the potential overshadowing of the brand by the celebrity. Companies should ensure that this does not happen by formulating advertising collaterals and other communications. Moreover, the brand scope and policy should dictate the kind of celebrity to be hired and vice versa.
8. Celebrity endorsement is just a channel:Companies must realize that having a celebrity endorsing a brand is not a goal in itself; rather it is one part of the communication mix that falls under the broader category of sponsorship marketing. Therefore companies should back up celebrity endorsements with several communications activities to obtain greater effect for the brand.
9. Celebrity ROI:Even though it is challenging to measure the effects of celebrity endorsements on companies’ brands, companies should have a system combining quantitative and qualitative measures to measure the overall effect of celebrity endorsements on their brands.
10. Trademark and legal contracts:Companies should ensure that they hire the celebrities on proper legal terms so that they don’t endorse competitors’ products in the same product category, thereby creating confusion in the minds of the consumers. Comprehensive legal contracts must govern the endorsement deal in all aspects to avoid any disputes.
Notes
1 “Chinese youth aren’t patriotic purchasers. Most favour brands such as Coke and Nike over local rivals”, Advertising Age, 5 January, 2004.
2 http://www.hongkongdisneyland.com.
3 “HK Songtress Kelly Chen to perform in Genting”, The Star Online, 15 April, 2005.
4 Friedman, Hershey, and Linda Friedman. (1979), “Endorser effectiveness by product type”, Journal of Advertising Research,19, 5 October, pp. 63–71.
5 “A force to reckon with”, Time Asia, June 7, 2004.
6 http://news.naver.com.
7 Kamen, Joseph M., Azhari, Abdul C., Kragh, Judith R. (1975), “What a spokesman does for a sponsor”, Journal of Advertising Research,15, pp. 17–24.
8 http://www.loreal.com.
9 “Aishwarya Rai: Back in the groove”, Hindustan Times, 17 April, 2005.
10 Friedman and Friedman (1979), op. cit.
11 Kahle, L. R. and Homer, P. M. (1985), “Physical attractiveness of celebrity endorser: a social adaptation perspective”, Journal of Consumer Research,11, March, pp. 954–61.
12 Speck, Paul Surgi, Schumann, David W., and Thompson, Craig. (1988),
“Celebrity endorsements – scripts, schema and roles: theoretical framework and preliminary tests”, Advances in Consumer Research,15, pp. 69–76.
13 “Star marketing”, The Korea Economic Daily, 27 October, 2003.
14 “Celebrity goldminers”, ACCJ Journal, April 2004.
15 Erdogan, Zafer B. (1999), “Celebrity endorsement: a literature review”, Journal of Marketing Management,15, 291–314.
16 Hamlin, Michael Alan (2004), “Celebrity branding”, TeamAsia, September 20, 2004.
17 “Bajaj ‘discovers’ Jackie Chan”, October 9, 2004, Business Line (The Hindu).
18 http://ir.zaobao.com.
19 Press Release: “Superstar Gong Li is new celebrity face of healthy lifestyle specialist OSIM”, January 16, 2003.
20 Author interview with company management.
21 “Yue Sai Kan: the face of modern China”, Kim Barnet, 1 April 2002, Brandchannel.com.
22 “Holding up half the sky. Five Chinese women: Some are smart, rich, and running the show; others just want a piece of the booming economy”, Annie Wang reporter associates, Barney Gimbela; Zhang Dahong, 4 October 2004, Fortune.
23 “South Korean actor Bae Yong Joon arrives to tumultuous welcome”, Japan Today, 17 April 2005.
24 “South Korean star sparks tourist boom”, CNN.com, 13 March, 2005.
25 “Adjusting McLuhan’s reception of hot and cool media”, The Japan Times, 12 September, 2004.
26 http://www.mofa.go.jp/region/asia-paci/future/address0406.html.
27 Erdogan, B. Zafer (1999), op. cit.
28 http://in.rediff.com (accessed 22 April 2004).
29 McCracken, Grant (1989), “Who is the celebrity endorser? Cultural foundations of the endorsement process”, Journal of Consumer Research,16, 310–21.
30 Beech, Hannah, “From heroes to brands”, Time Asia , May 31, 2004.
31 Gardyne, Tom Bruce, “Will a celebrity bond with your brand?” Director, September, 2004.
32 Huang, Patricia, “Pouring it on”, Forbes, March 28, 2005.
33 Kafka, Peter, “Celebrity by the share”, Forbes, March 21, 2000.
34 Tripp, Carolyn, Jensen, Thomas D. and Carlson, Les, (1994). “The effect of multiple product endorsements by celebrities on consumers’ attitudes and intentions”,Journal of Consumer Research,30, 535–47.
35 Lowry, Tom, “How big is Yao Ming?”, Business Week, October 25, 2004.
36 Hesseldahl, Arik, “Garmin signs NBA’s Yao as pitchman”, Forbes, April 13, 2004.
37 Lowry, Tom and Roberts, Dexter, “Wow! Yao!” Business Week, October 25, 2004.
38 Luo, Michael. “Yao Ming boosts ethnic pride.” Times Union, Albany, New York.
February 9, 2003.
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