Dhoni’s personality can be associated to attributes like energy, youthfulness, achievement and ruggedness. And contrary to that, the personality of , Mysore sandal soap can be associated to simplicity & consistency. Recently I saw a hoarding at railway station dhoni endorsing Mysore sandal soap. I don’t understand why celebrity endorsers choose brands that are not in sync with their personality. Making a fun of their celebrity status. What happens in this case is ,that either the consumer loses the interest in the brand ,further degrade the product performance or no more admire the personality of the endorsers, contrary to this we have celebrities like aamir khan who make a vice decision while choosing the brand and stick to the brands aamir has successfully been associated with brands like TOYOTA, TITAN and latest to add is TATA SKY all these brand are market leaders in their segment and it make sense for aamir to drive a Toyota than shahrukh /dhoni endorsing a soap. I think celebrity endorser should appoint a brand advisor and consult him before choosing a brand.
1 comment:
Yes celebrities should associate themselves with brands that is typical of their personality... and more important than that.. a brand's personality should match with the endorser... otherwise the brand loses the inherent meaning of why it actually exists in the market.. the Dhoni-Mysore sandal endorsement is yet another example which proves that brands in India are not considered a serious business and that celebrity,rather than brand value is at the heart of brand strategy
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