Endorsement – What is it, definition and concept | 2022

Endorsement is a marketing communication strategy that uses the image of a recognized character or figure (endorser) to approve and recommend the use of a specific brand or product.

In other words, the company uses the character, which is generally a celebrity or famous figure, to support its communication messages. For this, the character can appear using and recommending the use of products or brands. Or, the company uses the character to become the face or model that represents a brand when carrying out its advertising campaigns.

For that reason, endorsement can be considered as another form of advertising. If we realize, most of the products that range from computers, shampoos, cosmetics, food, or any other, are advertised by famous and recognized personalities. This strategy is widely used because it generates great profits for companies, if they apply it properly.

Undoubtedly, the approval or recommendation that celebrities make of products and brands is very convincing to the public. This, since the consumer assumes that if a product or brand is good enough for the celebrity, it will surely be good enough for him and he wants to buy it.

Ways to use endorsement

The most common ways to use endorsement are:

1. Recommendations

First, the endorsement can be based on the recommendations made by the celebrity or public figure who enjoys fame and prestige. The recommendations revolve around a company’s particular products and brands. This causes the influence exerted to drive the public to consume and buy certain brands and products.

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Of course, referrals can be paid or unpaid. But, whatever the case may be, users give a lot of credibility to these messages exposed by celebrities. So, by trying to imitate celebrities, they end up buying the products. The influence is produced by the confidence that the fact that recognized or expert people recommend these products gives the user.

2. Brand image

Second, companies can use these celebrities to represent the face or brand image. In this case, the public associates the celebrity or famous person with certain products or brands.

Indeed, this relationship is very advantageous for companies. For that reason, they often include these types of well-known characters in their advertising campaigns. This is what is commonly known as advertising endorsement.

Naturally, in this form of advertising, companies use the fame or prestige of certain characters to promote their products. This is done at a lower cost compared to using conventional media, and the message is delivered simply and directly.

Who do companies use to endorse their brands and products?

Companies may use individuals or well-known groups to endorse and promote their products.

People can be:

  • Common users of the product.
  • Athletes and sportsmen.
  • Experts in a specific area or profession.
  • Celebrities and influencers.
  • People who work in the media.

As groups we can find:

  • Environmental institutions.
  • Non-governmental organizations.
  • Professional associations and groups.
Endorsement 1

Advantages of endorsement

The use of endorsement has the following advantages:

  • The brand acquires better recall and notoriety, as it is associated with the endorser.
  • Consumers tend to buy what celebrities they admire approve of and recommend.
  • It highlights the brands and products with respect to the competition.
Endorsement 2

Disadvantages of endorsement

Among the disadvantages of endorsement we find:

  • The product or brand may be relegated to the background, with the celebrity or public figure becoming more important.
  • The opinion about the endorser can change. If the endorser acquires a bad reputation or loses credibility, the brand and the products it promotes are negatively impacted.
  • If the celebrity loses fans, the company also loses customers.

Finally, it can be said that companies use the marketing endorsement strategy to give their brands and products a plus. Thus, it is a strategy that produces acceptable levels of profitability. This is because users associate products and brands with the people they admire. The main objective is to add trust, value and loyalty to the brands and products that are promoted.

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