Celebrity Endorsements & Enhanced Brand Preferences
The Science behind Effective Brand Endorsements
Celebrity Endorsements & Enhanced Brand Preferences free download
The Science behind Effective Brand Endorsements
The course explains the idea of differentiated brand communication along with offering crystal clear idea about what is celebrity endorsement and the role of celebrity endorsement in the context of brand communication. Celebrity endorsements are often followed by marketers to allow brands get liberated from the communication clutter but then merely resorting to celebrity endorsements for brand promotion is not enough. First and foremost a marketer needs to understand whether or not a brand requires a celebrity. If yes, then there has to be absolute prudence in not just short listing a celebrity for a brand but also the conceptualization of the endorsement plot. Lack of effectiveness on these counts will do more harm to a brand through endorsements rather than any good.
The course thus takes the students through various important aspects related to celebrity endorsements like the science behind celebrity selection, contributors and outcomes of endorsements have been explained. Also how to manage endorsements across industry verticals so as to enhance company profitability and brand preferences.
Although the course carries examples based on Indian market, the designing of the curriculum is globally relevant and applicable. It is expected that students after undertaking this course will emerge as wise and effective brand communication professionals to offer brands greater visibility and mileage.
