Its very important for a Brand to have the right brand association or the right people to be associated with the brand as these people's image and credibility affects the brand personality and even the ambassador endorsing the brand.
Kiran bedi is a strong personality in India with characteristics like sincerity,honesty and sophistication a women who has done few commercials on social causes and issues relating to women and polio.It was quite unusual for me to see Kiran Bedi in an advertisement for a fairness/anti-marks cream Nomarks. The commercial starts with kiran Bedi walking and explaining about the product and pitching the product as a True/honest cream.Kiran bedi is known for her boldness and fearless attitude..Nomarks as a brand doesnt have any of the characteristics that kiran bedi has, if kiran bedi was a small town girl who had made big in the beauty/glamour industry then it would have made more sense for the brand to associate with such kind of a personality.
The idea or thought process behind using kiran bedi as a brand ambassador could be to transfer or associate Nomarks with characteristics of Kiran bedi, but the product as such is a low-involvement product with little or less brand image, and a consumer would never feel proud/special that she is using a NOMARKS cream. If No-marks was a product which would add or enhance the user image then yes kiran Bedi could be a right choice.
Its very important for a personality like kiran bedi to have the right association as the credibility which she has gained for years could be affected due to the wrong choice made.
2 comments:
Nice Blog.
Your post reaffirms what we learnt in Marketing as a subject.The "NOMARKS" cream is not for you.You are not the target market.Its me or rather the women for whom the ad makes lot of sense.
Kiran Bedi is a good choice to endorse the product because it is not the general "marks" on the skin she is there to talk about.But she emphasizes on having a "Clear character" or a "DAAG LESS image".As you said..She is a women known for her boldness.I feel thats the reason she was roped into this ad.
Just my view :)
In the communication process, Its the credibility of the source which matters and influences the consumer decision. I accept to your point that Kiran bedi is a credible source but her credibilty cant be passed on to a cream like Nomarks..Nor does kiran bedi have proffesional experience in skin care like shehnaz hussain who can advice..
again its marketing any one could be right..there is no one solution or the right way..
May be you are Right as you are the Target market..you might know better
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