The relatively quick rise to stardom and icon status of Mahendra Singh Dhoni has brought to the forefront a phenomenon that has quietly been happening over many years now – emergence of individual persons as brands. Would a hit movie starring Aamir Khan have done as well if it had not featured Aamir Khan? Taking the point a bit forward, would products that are endorsed by Aamir Khan, Dhoni, Sachin Tendulkar, or any other celebrity sell as much as they do if they were not endorsed by these icons?
Each of the persons mentioned above has become a brand in himself. Each carries a unique charisma, and each can add significant value to any product or event he endorses, or is part of. Interestingly, the most sought after celebrities are from the two fields that drive people crazy in India – cricket and Bollywood.
How does a person become a brand? Is his brand value quantifiable? How long does a person retain his brand value? Is a person’s brand a function of his popularity alone? We have seen that Tiger Woods’ controversial personal life has damaged his brand value significantly. This gives rise to a question- while lack of integrity plays spoilsport for a person’s brand, does the possession of integrity in itself help the cause of the person’s brand? How safe is it for an organization to rely on a person to increase its sales? How effective are individuals with significant brand value in influencing people in, say, co-operating in carrying out activities directed towards a social cause?
These are fast becoming important questions for organizations, especially in a country like India where the masses identify most readily with sporting superstars and movie celebrities. It is quite obvious that a brand endorsed by such a celebrity would see an increase in its sales. However, one problem that companies might face is as follows. As a person becomes a big brand himself, more and more companies would approach him or her to endorse their products. The celebrity, who it can be assumed doesn’t have any particular preferences, is likely to agree to endorse them all. In this scenario, there arises a risk of the audience missing the product brand for the celebrity brand. That is, as the celebrity endorses more and more brands, he starts appearing so frequently in popular media that the audience lose track of the brands that he is endorsing. A good understanding of the brand personality of individuals and a careful evaluation of how he or she could help improve the product’s brand are therefore becoming crucial steps in devising companies’ advertising strategies.
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