Celebrity Endorsement

Celebrity Endorsement pull in hundreds of crores every year and are widely preferred by marketers to promote products. using celebrities for endorsing the brands has become a trend for building the brands as well as the company's image.
A celebrity can be any famous public figure or respected personality from any field in society.Celebrities are mostly from the world of films,modelling,television or sports, where they are surrounded by glamor.
Endorsement is a technique where a well respected individual,such as a celebrity or expert in the product or service area, speaks on behalf of a company or a brand.companies use this technique with a primary objective of communicating and connecting with the mass audience effectively.
The company make use of the celebrity characteristics and qualities to establish an analogy with the product's specialties with an aim to position them in the minds of the target consumers.
Celebrity endorsement is one of the powerful tools adopted by companies /marketers consolidate their brand in the crowded market place.
consumers prefer to own a brand that has a good reputation and when someone like a film star or a sport star is associated with that particular brand,it is obvious that the consumer will get attracted to it , because the consumers wants to maintain some status and feels that using a brand promoted by a star can satisfy that longing.
There is a myth that celebrity endorsement is used to give a brand advantage over its competitors.
This is because a company needs to create awareness and interests in the consumers mind when it unveils a new brand or product.to be a successful brands need to convince consumers that they carry a different image and value from other competing products.In other words brand have to show their true personality to potential customers.
Endorsement of a product /service by a celebrity gives out the message that it is as authentic and credible as the celebrity is