The Case of the Half-Hearted Endorser

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Product endorsements work both ways for the company and the endorser. The product can gain mileage when a famous celebrity actually agrees to be seen using the product. Thus, there would be more sales. Then, the celebrity can earn from the talent fee. Sometimes, some brands and celebrities become synonymous to each other. For example, some years ago, upon mentioning a local beer brand, only one name would come up as its major endorser despite having other actors having endorsed such brand earlier.

Some celebrities are preferred by companies because these endorsers will testify on the product qualities. They would even show the public that they are using or eating these products behind the scenes. Better yet, they would not be caught associating with the rival products. When a known endorser is seen touching or even just next to the rival goods, expect negative repercussions.

Product endorsement becomes tricky when the product does not match the lifestyle of the endorser. Brands are not merely names, as these represent a certain reputation for the patron. For example, some celebrities prefer to be seen with a high-end bag brand compared with local ones. Being seen with such bag reflects that the user could afford such bag and has tastes. Of course, some fans who could afford the brand might patronize such product to be similar with their idols.

When a manufacturing firm (MF) wanted to tap Well Known Celebrity (WK) to represent their product, WK’s camp set rigid conditions prior to accepting the deal. The proposed provision was that WK would not use the said product at all. WK will appear in various media forms, but will not be compelled to use the said product. MF’s camp, upon hearing the condition, felt insulted, as WK seems to be giving the impression that their product was not worth her image. WK’s camp reasoned out that WK is not used to the features of the said product. To cut the story short, after negotiations, MF agreed to the condition. WK’s image appears with the said product, but this endorser will never allow to be seen using a product that is seen way below WK’s personal image market.

A diva is someone who pretends to know who she is and looks fabulous doing it. -Jenifer Lewis

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