Global brand Essay Example

sum in a market where just 1% is worth millions of dollars. In order to maintain their image in their own countries, some famous personalities choose to promote products only in other nations. This is exemplified by Woody Allen and Mel Gibson, who only endorse Japanese products. Pan-European campaigns for Pizza Hut were successful in expanding market share by featuring global celebrities like Cindy Crawford and Linda Evangelista, in addition to Baywatch actress Pamela Anderson.

Despite having contingency plans such as inclusion of moral turpitude termination clauses and "death, disablement and disgrace" insurance, companies risk losing their investment and damaging their reputation when their celebrity endorsers are involved in scandal or controversy. Hertz with O. J. Simpson and Pepsico with Michael Jackson are notable examples of such embarrassing situations.

In order to prevent a celebrity from disappearing prematurely, it is recommended to carefully consider their career life-cycle stage when signing a contract. This will ideally happen during the growth stage and before the decline stage. However, this can be challenging to accomplish. A celebrity's over-exposure can also occur when he/she becomes spokesperson for numerous products. This results in a dilution of impact for each of the brands involved, as exemplified by the Spice Girls with Walkers Crisps, Pepsi, and Chupa Chups. To avoid competition with other brands, celebrities may be restricted by contract but the cost of this can be very high.

Changing a celebrity's image can spell disaster for a campaign, as seen in the case of French footballer David Ginola endorsing L'Ori?? al's Elvive shampoo because of his 'clean, shiny and controllable' hair. If he were to suddenly shave his head, the campaign would be ruined.

Similarly, Helena Bonham-Carter's admission that she rarely used make-up caused problems for Yardley. It is crucial to thoroughly explain a celebrity's role and responsibilities for the brand. Michael Kamins employed marketing research techniques to study the use of celebrities in advertising more scientifically.

According to Kamins, social influence can determine whether an individual adopts the attitude advertised by compliance, identification, and internalisation. While compliance is not relevant to Kamins's study, identification and internalisation hold significant implications for celebrity advertising. The most crucial factor in determining a celebrity's effect in an advertisement is identification, where individuals imitate someone they aspire to be. Meanwhile, internalisation transpires when individuals imitate someone whose sincerity and values align with their own. Kamins suggests that achieving both identification and internalisation would increase the effectiveness of advertising.

The study aimed to determine the effectiveness of using celebrities and identification in advertising, while also incorporating both positive and negative aspects of a product to adhere to the truth in advertising concept. Furthermore, the study sought to investigate if combining these approaches would yield greater effectiveness. To conduct the research, a 2 ? 2 factorial design was employed, with sidedness (one-sided versus two-sided) and type of spokesperson (celebrity versus non-celebrity) as the two factors.

Four groups of executives, totaling 77 individuals, participated in an executive MBA program. The groups were classified as one-sided/non-celebrity, one-sided/celebrity, two-sided/non-celebrity and two-sided/celebrity. For each group, four separate advertisements were produced and evaluated by all members based on four variables: Expectancy-value brand attitude (A), Global brand attitude (B),...

The respondent's degree of belief in the product's attribute as claimed in the advertisement was reflected by the expectancy-value brand attitude. This attitude was related

to both global attitude towards the advertisement (C) and purchase intention (D).

Table 1 presents the statistics (mean, standard deviation, and number of respondents) for three variables - global brand attitude, global attitude towards the advertisement, and purchase intention - across each of the four groups (one-sided, two-sided, non-celebrity, and celebrity) in Kamins's study. Global brand attitude refers to the product's appeal in the advertisement, global attitude towards the advertisement reflects the effectiveness of the ad, and purchase intention indicates the likelihood of buying the product. Combining the results from related groups will provide information on each group characteristic individually.

Table 2 displays the ANOVA outcomes concerning the impact of independent variables of sidedness (E) and type of spokesperson (S), which presents significant insights into the efficiency of using celebrity spokespersons in advertisements. Nonetheless, while these findings are relevant, they are also limited and alternative research methods on celebrity advertising should be explored.

Using deceased celebrities as advertising spokespersons has become a popular trend with many benefits. Despite the costs associated with obtaining licenses from the estates of these celebrities, their use in advertising is considered safe since they cannot do anything unpredictable that may harm the product's image or embarrass the sponsor. Various deceased celebrities such as Abbott and Costello, Humphrey Bogart, Diet Coke, and Charlie Chaplin have been successfully used in advertising to lend sophistication or humor to products like bran cereal, cellular phones, and IBM personal computers. Evidently, even though these celebrities are no longer alive, their impact in advertising continues to thrive.