Know-How Exchange : Branding

hi Faysal

i agree with JBTron on why are you thinking of Celebrity Endoresment in the first place. and whether you should use Celebrity Endorsement depends on whether the target market accepts the endorsement.

having said that, you have mentioned in your other posts in this forum that your target market is 25 yrs and above of affluent class, and the product is Formal Suitings, Dress SHirts and trousers. but even in this large segment there are semi segments like, top business executives, young corporate hotshots, etc.

like JB said, using Celebrity Endorsement will at least bring the "ASPIRING to be affluent" segment in your fold. But like i said earlier it depends on the Target Segment and also the product

take the example of Reid & Taylor, they initially used Jamed Bond (Pierce Brosnan) as their brand endorser and now Amitabh Bachchan is their Brand endorser in India. the thnking behind casting James Bond or Amitabh is that the target segment follows these idols and they have aspirations to at least pretend like the idols who use Reid & Taylor.

so it all boils down to the product itself, product proposition, positioning and target consumers factors to decide whether or not to use Celebrity Endoresement. For your brand Lawrencepur, you first chalk down the product attributes, Product Proposition, product positioning and the target consumers. Once you have done these, then you will find out whether u need CE or not.

Now, if you go for a Celebrity Endoresement, i would disagree with Dewakar on using the STRINGS band members Bilal and Faisal. Rather i would use a person who fits the profile of the target consumers. your target consumer may range from President Pervez Musharraf and PM Shawkat Aziz (although i think they have suits tailor-made from Seville Row) to the newly joined Banker at ABN AMRO or Standard Chartered. this means you have multiple segments within your target market. SO i would suggest on using more than a number of celebrities for different segments as CE.

while using CE, in a nutshell, use someone as CE who already epitomizes the aspirations of the target consumers by their own lifestyle, rather than an imposed one by the brand.

hope that helps. if you have any query pls revert to me.

cheers!!