Can the Celebrity Understand your

Product

Can the celebrity usethe product of your

Brand

Can the Celebrity endorse your Brand

righlty through SocialMedia

Can the Celebrity Connect with your

target audience

FIT WITH THE MODEL

Move On

Virat Kohli was appointed as Brand Ambassador of Fastarck in 2010

It proved to be a masterstroke as he Hooked on to the brand’s identity of being an aggressive and bold youth brand

The social media connect he had with the target audience was immense and his attitude and personality enabled him to sport the various bold looks and styles of Fastrack products

Forever Faster

Usain Bolt is the fastest man in the world and perfectly fits in with the brand idea of PUMA

He uses and displays PUMA products and is a very active presence in Social Media across various channels

He understands the technicalities of running gear and is an ideal connect to the people who want to perform better and faster

A crown for every achievement

Roger Federer and Rolex stands for Style, Class and Elegance

As Rolex Partners with Wimbledon and Federer is the ultimate crowned champion the partnership has fit perfectly with the brand idea

Federer sports Rolex in Private functions and appreciates the style quotient and history associated with the brand. He aslo connects and reaches the TG and potential TG of Rolex and is followed by millions in social media

God’s Own Country

Kerala's Ayurveda, an ancient system of health care which is famous for its holistic effect on body and mind, attracts large number of people from the country and abroad every year

Steffi Graph is the Brand Ambassador for this Idea. She is a world known tennis star who has immense credibility and connect with the Europeans and Americans –TG of Kerala Tourism

She believes in the system of Ayurveda and follows it herself and loves the idea of taking a vacation to Kerala to experience the rejuvenation

Ronaldo CR7

Cristiano Ronaldo Launched his brand CR7 with an aim of capturing his huge fan following he had obtained because of his style and football

Ronaldo Always sports a CR7 Underwear, Footwear or Shirt during his parties and casual gatherings and expresses his style through the CR7 brand

Ronaldo believes in the brand, talks actively to the target audience-his fans on social media .CR7-Ronaldo is a perfect example of endorsing your own brand personality through products

UNFIT WITH THE MODEL

BELIEVE IN GOD AND GOLD

Eventhough Maradona had immense fan following in Kerala and connected well with the Mass audience the connection hardly worked

The TG for the brand was Female audience in Kerala and they had limited connect to the personality of Maradona

Though Chemmanur Gold was able to gather a lot of media attention it didn’t convert into a long term partnership as the GOD and GOLD never had a connection in reality

Design, It Matters

Rahul Bose was the Brand Ambassador of Xylys during the initial launch

He couldn’t connect with the Target Audiecne as Xylysexpected. Though Xylys was an expensive Niche watch which was Swissmade Rahul Bose couldn’t portray its uniqueness as he had no connect and popularity among the TG as he was considered a tough Rugby man

The move backfired and finally the brand had to change the ambassador to Farhan Akthar who was more sophisticated and design oriented

A TATA Product

Though Initially the brand SONATA and Dhoni had a connect as both the personalities matched for toughness and humility, it couldn’t sustain in the long run

Dhoni as a celebrity never wore a SONATA proudly during any functions or matches .His passion is for expensive bikes and his personality commanded a swashbuckling style like his batting

I consider the association be to a failure according to the UCUS Model as the celebrity overgrew the brand and diluted the essence of Brand Sonata

Life Companion

Lebron James is as famous and stylish as any other Basketball players in the US

During his four years with the Heat, from 2010 -2014, James was tapped by Samsung to promote their latest Galaxy devices. According to his contract, James had to carry around the Galaxy smartphone if he wanted to receive his millions in endorsement dollars

But the problem occurred when he vented his frustration on twitter “My phone just erased everything it had in it and rebooted” .This was a huge setback to the brand as it failed in the Social aspect of the Model

Beauty meets Quality

Malabar Gold Banked on the popularity of Sania Mirza across Indian Diaspora when they got her on board for the expressing their bran Identity –Beauty Meets Quality

The gold and jewellery chain in South India had to drop tennis star from its advertising because she refused to wear traditional women's attire.Mirza insisted on wearing tennis shorts and T-shirts as other attires may have dropped her PR value

Gold jewellery is traditionally linked to Indian culture and tradition, and as a brand ambassador SANIA failed to understand the product and its heritage leading to a failure

http://www.bizreport.com/2010/06/three-tips-to-choose-the-right-celebrity-for-your-brand.html

http://digiday.com/brands/bieber-kardashian-brands-choose-celebrity-ambassadors/

http://www.entrepreneur.com/article/246361

http://marketingland.com/big-brands-sports-teams-celebrities-tech-companies-among-3400-early-sucks-domain-registrants-133621

http://www.therichest.com/expensive-lifestyle/entertainment/10-most-humiliating-celebrity-endorsement-flops/?view=all

Celebrity is your brand in Brevity