W 16 — Individual Identity and Brand Endorsement
Friedman and Friedman (1979) defined celebrity endorser as a person who is reputed to the public for her/his prosperity in some fields other than of product class endorsed. Gupta (2009) defined celebrity as a person, whose name and image can attract people’s attention, interest, and generate profit from the public. Endorsement is a way of backing, support or approval from a third party or a spokesperson.
Celebrity endorsement of brands has always been a common advertising technique, especially in a country like India, where film celebrities are worshipped like idols. As per GroupM’s Showbiz marketing report in 2017, “the celebrity endorsers’ market in India has grown steadily from 665 celebrity engagements in 2007 to a total of 1660 in 2017.”
Endorsements hold a significant share in the brand management process as a competitive and distinctive feature. Endorsers, because of their visual attractiveness, are frequently used in order to reach target customers. In this way, brand awareness, recall and recognition can be provided. The way the identity of the celebrity is linked with the brand for endorsements, the same way the identity of the brand also starts influencing the identity of the celebrity that is endorsing the brand. This is the reason why many celebrities refuse to endorse brands that may form a negative identity and henceforth a negative stereotype about them in the market.
Celebrities like Amitabh Bachchan, refuse to endorse alcohol and tobacco brands because it may attach a dubious spot on their identity. The said celebrities may drink or smoke in private, however they refuse to endorse the same, as they understand the crucial position they hold as source and influencer of the brand. Celebrities like Ranveer Singh from Bollywood choose to endorse edgy brands like Durex to add the element of quirk to their apparent identity. Thus, it is a two-way street. Brand tries to bring out its own personality by signing a relevant celebrity, and on the other hand, the celebrity too wishes to bring out an element of their personality by making suitable brand endorsements. Although with the advent of influencer marketing, the landscape of endorsements is evolving, however, the correlation of personal identity and brands still stands true.
