{"id":2825,"date":"2021-03-04T13:10:24","date_gmt":"2021-03-04T13:10:24","guid":{"rendered":"https:\/\/scoreindia.org\/blog\/?p=2825"},"modified":"2021-03-12T05:18:15","modified_gmt":"2021-03-12T05:18:15","slug":"brand-endorsement-individual-identity","status":"publish","type":"post","link":"https:\/\/scoreindia.org\/blog\/brand-endorsement-individual-identity\/","title":{"rendered":"Brand Endorsement and Individual Identity"},"content":{"rendered":"<article>\n<div>\n<section class=\"dh fk fl dc fm\">\n<div class=\"n p\">\n<div class=\"aj ak al am an fn ap w\">\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/scoreindia.org\/blog\/brand-endorsement-individual-identity\/#What_is_Brand_Endorsement\" >What is Brand Endorsement?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/scoreindia.org\/blog\/brand-endorsement-individual-identity\/#Why_is_Brand_Endorsement_Significant\" >Why is Brand Endorsement\u00a0Significant?<\/a><\/li><\/ul><\/nav><\/div>\n<h3 class=\"hg hh fp hi b hj hk hl hm hn ho hp hq hr hs ht hu hv hw hx hy hz dh gl\"><span class=\"ez-toc-section\" id=\"What_is_Brand_Endorsement\"><\/span>What is Brand Endorsement?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p id=\"3a7b\" class=\"hg hh fp hi b hj hk hl hm hn ho hp hq hr hs ht hu hv hw hx hy hz dh gl\" data-selectable-paragraph=\"\">Friedman and Friedman (1979) defined celebrity endorser as a person who is reputed to the public for her\/his prosperity in some fields other than of product class endorsed. Gupta (2009) defined celebrity as a person, whose name and image can attract people\u2019s attention, interest, and generate profit from the public. Brand Endorsement is a way of backing, support or approval from a third party or a spokesperson.<\/p>\n<p id=\"dacf\" class=\"hg hh fp hi b hj ia hk hl hm ib hn ho hp ic hq hr hs id ht hu hv ie hw hx hz dh gl\" data-selectable-paragraph=\"\">Celebrity endorsement of brands ha<span id=\"rmm\">s<\/span>\u00a0always been a common advertising technique, especially in a country like India, where film celebrities are worshiped like idols. As per <a href=\"https:\/\/www.campaignindia.in\/article\/groupm-report-marketing-spends-on-indian-films-reaches-rs-606-crore\/451955\">GroupM\u2019s Showbiz marketing report in 2017<\/a>, \u201cthe celebrity endorsers\u2019 market in India has grown steadily from 665 celebrity engagements in 2007 to a total of 1660 in 2017.\u201d<\/p>\n<h3 class=\"hg hh fp hi b hj ia hk hl hm ib hn ho hp ic hq hr hs id ht hu hv ie hw hx hz dh gl\"><span class=\"ez-toc-section\" id=\"Why_is_Brand_Endorsement_Significant\"><\/span>Why is Brand Endorsement\u00a0Significant?<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p id=\"4215\" class=\"hg hh fp hi b hj ia hk hl hm ib hn ho hp ic hq hr hs id ht hu hv ie hw hx hz dh gl\" data-selectable-paragraph=\"\">Endorsements hold a significant share in the brand management process as a competitive and distinctive feature. Endorsers, because of their visual attractiveness, are frequently used in order to reach target customers. In this way, brand awareness, recall and recognition can be provided. The way the identity of the celebrity is linked with the brand for endorsements, the same way the identity of the brand also starts influencing the identity of the celebrity that is endorsing the brand. This is the reason why many celebrities refuse to endorse brands that may form a negative identity and henceforth a negative stereotype about them in the market.<\/p>\n<div style=\"width: 660px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" title=\"Brand Endorsement \" data-src=\"https:\/\/reputationtoday.in\/wp-content\/uploads\/2020\/08\/image.png\" alt=\"Brand Endorsement \" width=\"650\" height=\"293\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" class=\"lazyload\" style=\"--smush-placeholder-width: 650px; --smush-placeholder-aspect-ratio: 650\/293;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" title=\"Brand Endorsement \" src=\"https:\/\/reputationtoday.in\/wp-content\/uploads\/2020\/08\/image.png\" alt=\"Brand Endorsement \" width=\"650\" height=\"293\" \/><\/noscript><p class=\"wp-caption-text\">Brand Endorsement<\/p><\/div>\n<p id=\"a4a9\" class=\"hg hh fp hi b hj ia hk hl hm ib hn ho hp ic hq hr hs id ht hu hv ie hw hx hz dh gl\" data-selectable-paragraph=\"\">Celebrities like Amitabh Bachchan, refuse to endorse alcohol and tobacco brands because it may attach a dubious spot on their identity. The said celebrities may drink or smoke in private, however, they refuse to endorse the same, as they understand the crucial position they hold as source and influencer of the brand. Celebrities like Ranveer Singh from Bollywood choose to endorse edgy brands like Durex to add the element of quirk to their apparent identity. Thus, it is a two-way street. Brand tries to bring out its own personality by signing a relevant celebrity, and on the other hand, the celebrity too wishes to bring out an element of their personality by making suitable brand endorsement. Although with the advent of <a href=\"https:\/\/scoreindia.org\/blog\/advent-influencer-marketing\/\">influencer marketing<\/a>, the landscape of endorsements is evolving, however, the correlation of personal identity and brands still stands true.<\/p>\n<p>This blog post originally appeared on Sanika Newaskar&#8217;s blog: sanikanewaskar.medium.com<\/p>\n<p><strong>Sanika Newaskar<\/strong><\/p>\n<\/div>\n<\/div>\n<\/section>\n<\/div>\n<\/article>\n<div class=\"qu fj er if w vq ik in\" data-test-id=\"post-sidebar\">\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-2793 lazyload\" data-src=\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Sanika-newaskar-225x300.jpg\" alt=\"\" width=\"182\" height=\"243\" data-srcset=\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Sanika-newaskar-225x300.jpg 225w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Sanika-newaskar-768x1024.jpg 768w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Sanika-newaskar-110x146.jpg 110w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Sanika-newaskar-38x50.jpg 38w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Sanika-newaskar-56x75.jpg 56w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Sanika-newaskar-506x675.jpg 506w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Sanika-newaskar.jpg 960w\" data-sizes=\"(max-width: 182px) 100vw, 182px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 182px; --smush-placeholder-aspect-ratio: 182\/243;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" class=\"alignleft wp-image-2793\" src=\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Sanika-newaskar-225x300.jpg\" alt=\"\" width=\"182\" height=\"243\" srcset=\"https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Sanika-newaskar-225x300.jpg 225w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Sanika-newaskar-768x1024.jpg 768w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Sanika-newaskar-110x146.jpg 110w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Sanika-newaskar-38x50.jpg 38w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Sanika-newaskar-56x75.jpg 56w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Sanika-newaskar-506x675.jpg 506w, https:\/\/scoreindia.org\/blog\/wp-content\/uploads\/2021\/01\/Sanika-newaskar.jpg 960w\" sizes=\"(max-width: 182px) 100vw, 182px\" \/><\/noscript>Sanika is a student of SCoRe. She&#8217;s graduated in Communication, English and Psychology from Christ University where she was Head Girl. She led a Model UN delegation to the US and was rewarded in many National level MUNs. She is also a freelancing Digital Marketer. Reading, debating, singing, and writing absorb her. She is a vehement feminist and runs a campaign on Instagram called the_pink_revolution. She can be reached at @SanikaNew on Twitter, and as Sanika Newaskar on LinkedIn.<\/p>\n<\/div>\n<div class=\"qu vm if er ig ih ii ij ik il\"><\/div>\n<div><\/div>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"excerpt-hellip\"> [\u2026]<\/span><\/p>\n","protected":false},"author":1,"featured_media":3424,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-2825","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Brand Endorsement and Individual Identity | Public Relations Blog<\/title>\n<meta name=\"description\" content=\"Brand Endorsement holds a significant share in the brand management process as a competitive &amp; distinctive feature, &amp; 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