| Modern Marketing needs more than just developing a | | | | Sindey Crafford, Britney Spears, Tom Cruise, Amir |
| product, pricing it attractively and making it accessible | | | | Khan, Shahrukh Khan, Amitabh Bachchan, Brett Lee |
| in splendor shopping malls. Now a day's, marketing is | | | | and Ronaldino are successfully endorsing a large |
| one step ahead than it was earlier. It needs to | | | | number of products because they have extremely |
| communicate with common people, address their | | | | high positive rankings in recognition and likability. |
| inner fantasy world and attempt to inform | | | | Athletes and Sports Personalities usually endorse |
| consumers that your product (brand) is their ultimate | | | | sporty apparels, shoes, blazers, sport products and |
| choice. Many companies use known or unknown | | | | sports companies, health and energy drinks. Media |
| people to convey their message but how a message | | | | icons represent brands that are sophisticated, mild, |
| is delivered has a greater impact on consumers than | | | | and create fantasy like designer dresses, watches, |
| the Brand name itself. Messages delivered by media | | | | cosmetics and fragrances. The known personalities |
| icons or popular sources mostly achieve higher | | | | (Celebrities) do not always cast a successful |
| attention and recall that is why advertisers often use | | | | promotion of a specific brand to position in public |
| celebrities as their brand representative or | | | | mind. For example, if someone has a high liking |
| spokespeople. | | | | towards a personality but not towards that brand to |
| Brands are considered to have personalities and | | | | which he is endorsing, a two way effect can occur, |
| identified the characteristics like sincerity, excitement, | | | | either, the consumer will end up liking that celebrity a |
| competence, sophistication, ruggedness and zealous | | | | bit less or start liking that brand a bit more. But if |
| and consumers are likely to choose brands whose | | | | that person will see his favorite celebrity continuously |
| personalities match their own. So the choice of | | | | attached in praising other dislike brands, he or she will |
| celebrity is critical that who is going to represent | | | | eventually develop a negative image of the celebrity |
| which specific brand. The celebrity must have high | | | | and maintains the negative attitudes towards the |
| recognition, extremely positive high profile, immense | | | | brand. |
| likability and high appropriateness to the product. For | | | | According to an expert, a number of companies also |
| example, any sports personality has high recognition | | | | use a specific personality to overcome the crisis if |
| but due to involvement in drugs and rude behavior | | | | their brand faces at some point in time. Because, |
| they have negative affect among youth and other | | | | celebrities have an assuring personalities and they can |
| groups. Similarly, many media images like Brad Pitt, | | | | give a positive reputation to that tangible product. |
