Brands & Celebs

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When anyone mentions advertisements, the first idea which strikes every marketer is celebrity endorsement. While looking for a celebrity, marketers consider the Q-Score and checks if the brand message resonates with the celeb’s personality. If everything falls in line, then the brand goes ahead to persuade the celeb to endorse the brand. However, it’s not this simple to choose the endorser as I have mentioned, but this is good enough for rudimentary understanding. The topic which I would like to discuss is the impact of the endorser’s actions on the brand. If it’s an affirmative action, then it benefits the brand, and brand managers do not have to worry at all. However, the primary concern of any brand manager is to safeguard their brands from any negative influence. Thus, today's endorsement contracts include a lot of additional clauses to protect the interest of the brands.
This is precisely what happened recently with Deepika Padukone, as per the article of Economic Times many brands are trying to keep a distance from her. Even the brands which she is endorsing have reduced the airtime to prevent from getting into any controversy. Well, it’s always good to play safe and keep an apolitical stance. However, at times when a brand shows support towards the endorser’s position then it may do wonders as we can observe the same in case of Nike when it showed the support for ColinKaepernick’s action, its stock shot up over 18% adding a spectacular $26.2 billion to the Nike coffers and increasing its value at nearly $146 billion. Thus, the brands which are trying to keep the distance from Deepika right now may gain more by showing their support.


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