| Celebrity Endorsment Strategy | | How to re-enhance the public’s confidence through the use of celebrities? | | | de Chauliac Olivier
E68
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08/11/2010

Table of Content

Introduction 2 Aim 4 Objectives 4 Literature review 5 Brand Management 5 Celebrity Endorsement 7 Methodology 9 Research Method 9 Data Collected 11 Data Analysis 12 Discussion 12 References 14 Appendix 1 19 GANTT CHART 7 SEMESTER IRS 20

Introduction
Throughout history, people create products and then try to sell it. The approach to sell a product differs from everyone, but the fact is that “before a product can be bought by anyone, it has to find a place on a scale of fame” (Pringle, 2004, p. xix). Companies realize that without a brand, an advertisement or a famous reputation, a product will never be sold.
The image of a brand is one of the major parts in the customers’ behavior regarding their choice of a product. Actually “consumers view a brand as an important part of a product, and branding can add value to a product” (Kotler, Armstrong, Wang & Saunders, 2008a: 511). Indeed a product without a brand is nothing less than a common product. For example, consumer would see a bottle of Coca-Cola as a high product, with a sure reputation. On the contrary, the same drink in an unmarked bottle would be perceived as a common drink with a lower quality, even if the taste were identical. By adding value to a product the desire and the want of the consumers are increasing.
While celebrity spokespeople were once in the shadow, companies see them as a prerequisite to raising money and to attract consumers and media. Indeed “celebrity endorsement acts as a signpost to quality and can significantly enhance the reputation of a brand” (Pringle, 2004: xxii). Nike and Michael Jordan are a good example of collaboration between a brand and a celebrity. “So successful was the collaboration that Nike and Jordan launched a new brand variant called the Air