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| How stars make the brand Author: The Philippine Star MANILA, Philippines - If popular endorser wears Product A and drinks Product B, maybe celebrity's popularity would rub off on the brands endorsed and fans would patronize them. That's the principle of "borrowed equity": The value of a brand directly increases in proportion to a celebrity's popularity. "Celebrities are a great way to attract attention and recall for products. They create positive attitudes, build purchase intentions and generate actual sales," says Andi Requintina, former marketing instructor at the De La Salle-College of Saint Benilde. Instant brand awareness, credibility, ensured attention and convincing powers are some of the reasons why companies are compelled to use endorsers. However, there has to be compatibility between the celebrity and brand image, according to Requintina. Checks include celebrity's fit with brand image, target audience, prior endorsements and controversy risks. In countries where stars are placed on pedestals, celebrity as endorsers are perceived as genuinely relevant thus bring the bucks in. In India for example, star power is gauged by a successful endorsement. Having more endorsements means stronger star power. With a huge fan base, local brands have become dependent on celebrity endorsements to influence purchasing decisions of consumers. Bench, for example, has started a trend among fashion retail chains with an all-star endorsement. Restaurants and fast-food chains such as Chowking, Max's and Red Ribbon have employed actors. TV ads have also become a springboard for would-be stars or have added essential wattage to rising celebs. Remember a young Carmina Villarroel in a Jollibee commercial years ago? Or then heartthrob Richard Gomez's unforgettable "Sculler" ad with "Claire de Lune" wafting on the background? These two later become two of the most sought-after celebrity endorsers. Big stars hog the limelight not only in TV and movies but also commercials. Brands that belong to the Philippine Franchise Association (PFA) -- whether food, fashion or service franchises -- are suki of some celebs: Kris Aquino (Goldilock's), Sharon Cuneta (McDonald's), Gretchen Barretto (Plains & Prints), KC Concepcion (Bayo) and Sam Milby (Folded and Hung), to name a few. However, brand success should not only be hedged on a star's endorsement and product efficacy. A celebrity endorsement is a means to an end and not an end itself. The star approach is also risky. The brand's image is always attached to the behavior of a celebrity thus a misdemeanor can drag the brand down. "Celebs are adored by thousands of fans and their endorsements sway them towards purchasing the brands they sell. If they get caught in a scandal it could be a potential brand nightmare," says Requintina. There is also the danger of "the vampire effect" where the celebrity could overshadow the brand or overexposure known as "commoditization of celebrities" where consumers perceive celebrities would take on any endorsement for the sake of money. Like it or not, the marriage between celebrities and brand endorsements is here to stay. We hope that fans are piqued. Know more about member brands of PFA at Franchise 2010, the 18th Philippine International Franchise conference and Expo (PIFCE) on July 14 to 18 at SMX convention Center. For details, log on to www. franchise 2010. com or www. pfa. org. ph or call 687-03-65 to 67, 0917-8320732 and 0999-4806510. Source: The Philippine Star |
