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Definition: Endorsement

Endorsement is a popular tool that is currently employed by companies to enhance marketing & promotion of their products. It involves a person’s written or spoken statement expressing his / her positive perception about the product or service thereby improving its brand perception.

Normally, an endorsement applies to pitches made about a product or service by a celebrity to create a mass appeal. Depending on the relevance of the celebrity’s brand image, marketers have tried to use celebrities in promoting their products by influencing the consumer buying behavior.

For example, Amitabh Bachchan’s ‘Do Boond Zindagi Ki’ for a Polio free India campaign has created a mass appeal. From movie stars to sports personality to politician, almost everyone has been involved in endorsements of different products. Nowadays, social media is also a popular medium taken by celebrities to endorse products.

With social media ad spending slated to reach $9.8 billion by 2016, advertising companies sponsor celebrities to tweet about their products that can influence thousands of potential customers within a few seconds. Celebrity endorsement is particularly a useful medium of promotion in India & in China where increasing consumers consider the use of a product endorsed by a celebrity as a status symbol.

Hence, this concludes the definition of Endorsement along with its overview.


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