Stumbling around…

Business Definition for: Customer Flow * the number and pattern of customers coming into a store or passing through a railway or bus station, airport, or other large service, retail, or leisure area. Customer flow can be monitored by observation, time lapse or normal closed circuit television, or, less satisfactorily, by analysis of purchase data. This provides useful information about the number of customers, flow pa

panos

IME: Maja

GODINE: 16

GRAD: Karlovac

Celebrity endorsement

target group influencer

packaging

design

street teams

100 qualified brand ambassadors

extremely important and valuable

wield enormous power

can contribute to making and breaking brands

the true value

First of all, who are celebrities? Celebrities are people that exert significant influence in several facets of society, ranging from arts, music, movies and television, sports, culture, politics and even religion.

They range from film and television stars to musicians, sports personalities, royals, politicians, and even socialites who have no defined careers apart from looking beautiful and attending the right events.

In the fashion world, the list of celebrities would include designers, their muses, models, photographers, and any prominent person involved in the artistic aspects of fashion such as make-up artists and fashion consultants.

 The reasons that these personalities are used in brand communications include making the brand’s message stand out among the clutter of advertising from competitors and convincing customers of the credibility of the brand’s offerings. In addition to these, celebrity endorsement is important to luxury brands for the following reasons.

brand awareness creation

position brands

brand’s aura

extensive PR leverage

promote appeal

association with the brand

an indication of a direct connection between the brand, its products and the celebrity

Product use

brand promotion

in an indifferent manner indicating that the product and brand is part of their daily lives

portrays a true lifestyle which the public can relate to better than a glossy advert

product placement

a rare occurrence.
    when a celebrity embraces a product or a brand they truly like and visibly uses their products in public.

promotional tools and grant the brands exposure

that yield short-term benefits and long-term rewards

American Brandstand

    Inviting celebrities to be co-creators and partners in designing specific products

Naming products after celebrities

Celebrity endorsement transfers the personality and status of the celebrity as successful, wealthy, and distinctive directly to the brand

Other personality attributes that the celebrity may have such as glamour, beauty, talent, and style will also be ultimately linked with the brand

well-defined and strong brand personalities

the right celebrity matched with the right brand to achieve the desired maximum impact and results

Credibility
bring value to the brand and indicate the intent of the brand in being associated with the very best

star power because of their talent

be
    known
    appreciated
    well liked
        by the majority of the people

Personality
popularity and appeal

a clear brand message

qualities and demeanor

strategic purpose

positive brand image

Uniform Power
must not overshadow the brand

constancy and lasting appeal
sustainability

the knack to maintain their image and career accordingly

celebrity support

customer expectation level

celebrity endorsement strategy

Davie-Brown Index
i-think Inc.

personal branding
commercial branding

Jennifer Lopez, Sean Combs, and Jessica Simpson all have clothing lines; Victoria Beckham designs jeans; Elizabeth Hurley has launched a swimwear brand while Kylie Minogue already has a flourishing lingerie brand, called Love Kylie.

In addition, the list of celebrities that have launched perfumes named after them is steadily increasing: Jennifer Lopez, Britney Spears, Paris Hilton, Celine Dion, Mary-Kate and Ashley Olsen, Elizabeth Taylor, Naomi Campbell, Michael Jordan, Jessica Simpson, Antonio Banderas, Donald Trump, Cindy Crawford, etc.

ultimately translate to higher sales turnover and brand value

 The Davie-Brown Index uses eight criteria in its evaluation.

   1. Appeal
   2. Notice
   3. Trend setting
   4. Influence
   5. Trust
   6. Endorsement
   7. Aspiration
   8. Awareness

Starbucks Television Advertising

Advertising: Which agencies handle advertising for Starbucks? The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here for subscription information.

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Try to associate your brand with positive imagery that can better remind your customers of who you are and what you are trying to achieve.

“Celebrities can be very powerful tools in increasing publicity around a launch or campaign, particularly when you do not have a strong news story and need a famous personality to drive initial interest in your messages,” they wrote.

the potential millions of dollars in free advertising Starbucks gets when celebrity photos catch the stars sucking down their favorite blend of java.

Thrilla in vanilla: In January boxing icon Muhammad Ali released a line of health snacks with names like “Thrill-A-Dilla” and “Holy Guacamole.” The geniuses behind M&Ms are making them. Oh, and they’re shaped like boxing gloves, medicine balls, and speed bags.

brand ambassador

http://www.brandchannel.com/papers_review.asp?sp_id=1234#author

Branding celebrities, brand endorsements, brand leadership - VentureRepublic

celebrity endorsers

Branding and Celebrity Endorsements

iconic brands

valuable brand
    brand value

further increasing the brand value trough

use of celebrities to endorse the brand

collaborations between a brand and a celebrity

building its equity

associate with the best golfer in the world and have him endorse the brand

ways brands are built

associating with a leading celebrity

principal channel of brand communications

potential brand endorsers

Endorsement
    channel of brand communication in which a celebrity acts as the brand’s spokesperson
and certifies the brand’s claim and position

by extending his/her personality, popularity, stature in the society

or expertise in the field to the brand

In a market with a very high proliferation

    local, regional and international brands

provide a distinct differentiation

brand identity
brand personality

celebrity endorsement as one of the main channels of communicating its brand to a highly focused set of customers

practicing consistently

Contrary to this, most of the brands in Asia that have used celebrity endorsements have used it as the main brand building tool. Before any brand signs on a celebrity, they should consider three main aspects.

    * Attractiveness of the celebrity
attractive endorser
    will have a positive impact on the endorsement
attractive to the target audience in certain aspects

    physical appearance
     intellectual capabilities
    athletic competence
     lifestyle.

enhancing the memory of the brand

    * Credibility of the celebrity

brand-celebrity collaboration

the celebrities’ perceived expertise and trustworthiness

celebrity endorsements act as an external cue that enable consumers to sift through the tremendous brand clutter in the market

the credibility factor

influences the acceptance with consumers

compatibility between the brand and the celebrity
    identity, personality, positioning in the market vis-à-vis competitors, and lifestyle.

compatibility factors

    * Consistency and long-term commitment

long-term strategic decision affecting the brand

basic prerequisites
    the endorser should be
        attractive,
        have a positive image in the society,
        be perceived as having the necessary knowledge

    * Celebrity–brand match

strongly influence the thought processes of consumers

create a positive perception of the brand

Constant monitoring

Selecting unique endorsers

clear transfer of personality and identity between the endorser and the brand

    * Timing
    lookout for emerging celebrities
who show some promise and potential

formative years if possible to ensure a win–win situation

    * Brand over endorser
    potential overshadowing of the brand by the celebrit

 one part of the communication mix that falls under the broader category of sponsorship marketing

    * Celebrity ROI:
a system combining quantitative and qualitative measures to measure the overall effect

    * Trademark and legal contracts: Companies should ensure that the celebrities they hire are on proper legal terms so that they don’t endorse competitors’ products in the same product category, thereby creating confusion in the minds of the consumers.

Business & brand strategist

thought-leader

value creation through brand equity

intuitive arguments

product endorsements

more favorable

more positive product evaluations

types of endorsers
    (celebrity, CEO, expert, and typical consumer)

celebrity endorser scored particularly well on dimensions such as
     trustworthiness,
    believability,
    persuasiveness
    likeability

matchup

positive impact

fit between the celebrity and the product

analysis of stock price movements showed that press releases announcing celebrity endorsement contracts resulted, on average, in a .44% excess return.

target audience’s positive feelings toward a chosen celebrity

transfer to the endorsed brand

enhance the brand’s standing
 

Endorsers in advertising: the case of negative celebrity information. | Entertainment & Arts > Celebrities from AllBusiness.com

Jelena Zezelj i Ana Mihajlovski on Flickr - Photo Sharing!

Beograđanka Jelena Žeželj, ukućanka “Velikog Brata”, moraće da se zadovolji karijerom kakvu imaju koleginice iz Engleske koje su imale afere s manje poznatim fudbalerima

Warren Buffett, October 1, 2008:

- Well, the patient that’s on the floor with the cardiac arrest is not Wall Street.  It’s the American economy.

- I think the biggest thing we need now is to unclog the credit markets, and we may need another stimulus — if we do, it’s — it should go to the lower and middle-income people.  I mean the truth is, I’ve never had it so good in terms of taxes.  I am paying the lowest tax rate that I’ve ever paid in my life.  Now, that’s crazy.  And if you look at the Forbes 400, they are paying a lower rate, accounting payroll taxes, than their secretary or — whomever around their office.

- And so I think that actually people in my situation should be paying more tax.  I think the rest of the country should be paying less, the 95 percent that Obama talks about or maybe even a little higher than that.  But I think that a stimulus plan should really be geared to the people. 

- But just imagine living on 21,000 a year, Charlie, 22,000 a year.  I mean you have 20 percent of the population doing that… I would push $1,000 of purchasing to those people… They need it.  And it should come, to some extent, from guys like me.

- The capital gains tax is 15 percent now.  So I sit there in my office and I make a lot of money by capital gains, and I pay 15 percent, and I pay no payroll tax on it. The woman that comes in, takes the wastebasket away, she’s paying 15.3 or whatever it is on payroll tax alone. 

- I think it’s terrible for people in effect to say that income from investment should be taxed at a much lower rate than income from labor…  And they don’t take that from me on capital gains.  They don’t take that from me on dividends.  They take from the woman who comes in and takes the wastebaskets out.

Da, recesije je ozlijeđen moje poslovne.
Ali rano smo predvidjeli (2006) što će se dogoditi.

Bilo me je strah da će biti još gore.

Svjetski ekonomski sustav mjehur je.
Društvo se mora izmijeniti. Naš život se mora izmijeniti.

No, ljudi su sebični i psihički preslabi.
Iz tog se razloga većina ljudi ne želi mijenjati. Dakle, cijeli sustav će se srušiti. I novi svjetski poredak će se pojaviti.

Hrvatska će raditi bolje od Švedska.

Bilo me je strah da će biti još gore
Sutra će biti još gore!

http://opcije.blog.hr/arhiva-2005-03.html

http://business.hr/Default2.aspx?ref=lastcomm&ArticleID=61315a4f-c8d6-4f29-95aa-f30be68d2ad6&readcomment=1

Groundbreaking research suggests that pregnancy rates are much higher among teens who watch a lot of TV with sexual dialogue and behavior than among those who have tamer viewing tastes. “Sex and the City,” anyone? That was one of the shows used in the research.