Celebrity endorsement – a competitive tool for brand positioning
by G. Muruganantham, S. Kaliyamoorthy
International Journal of Value Chain Management (IJVCM), Vol. 3, No. 4, 2009

Abstract: One of the biggest challenges in marketing communications is how to break through ever increasing media clutter. With media becoming fragmented, engaging the customer has become difficult. Celebrity endorsements can help to meet this challenge due to the characteristics they offer. India is becoming a celebrity-obsessed society due to increase in celebrity advertisements in various media. The purpose of this paper is to study the positioning strategies of two leading fairness cream brands and to assess the role played by celebrities to position the brand in the minds of the target segment. The results show that users and non-users of the study brands perceive the brand positioning meaning differently. Conclusions and recommendations are presented for those involved in personal care brand development and marketing research.

Online publication date: Tue, 23-Feb-2010

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