How does celebrity endorsement help in brand marketing?

We have seen many marketing campaigns involving celebrity endorsement, some of which succeeded in connecting us emotionally with the products being promoted and others that surely never faded from our memories.

Each celebrity has their own fame, esteem, relevance, image and definitely a huge base of fans. Having a well-known and admired character to promote your brand or product, can easily draw massive attention and shape the perception of the brand. 

A celebrity endorsement can save miles to go in establishing brand awareness, representing a brand image and creating secondary brand associations. 

However, there are some issues to consider when approaching celebrity endorsement:

• Celebrity can endorse so many brands that they no longer create any specific product meaning.

• There must be a reasonable match between the product and the celebrity to be endorsed.

• Many customers may feel celebrities are doing the endorsement just for money, do not even believe in the brand and yet transfer wrong perception of the brand.

• Celebrity can get in trouble or lose popularity, diminishing their marketing value to the brand.

If you handle these issues poorly, it would ruin the brand equity. Therefore, it is critical to choose the suitable celebrity that would be mostly familiar to the your target audience, influences them and supports the desired product image.