Celebrity Endorsements and Anchoring Reality Shows: The Correlation

There are certain parameters that can be correlated to understand the science involved as far as celebrity endorsements and anchoring reality shows are concerned. The factors that cause the success or failure of an endorsement exercise are similar to the factors that cause the success or failure of a reality show due to its anchor. The article describes the blue print model for the two arenas in detail in a crisp, clear and conceptual manner.

Anyone who wishes to buy the article can email at krish301@gmail.com .

The Interaction of Power Brands on Reality Shows and how Brand Identities get Altered?

In the context of reality shows on television, it has been observed that if a particular show achieves the status of a power brand (in terms of its brand asset value) and the person who anchors the show is a powerful ‘personality brand’ then, the interactions between the two over a period of time seems to create an impact on the identity of the brand that possess lesser strength and brand stature. To understand the concept in a better way, we look at one of the most popular reality shows on Indian television in recent times and that is Kaun Banega Crorepati (KBC).

The article gives a very concise understanding of what are the various brand identity facets and how they get altered when one power brand with higher brand asset value interacts with another power brand with lower brand asset value in the context of reality shows with focus on KBC, one of Indian television's greatest reality shows. If u wish to buy the article, u can email at krish301@gmail.com .

A Case Study on Celebrity Endorsement

Sourav Ganguly’s Comeback in International Cricket: Triggering the Resurgence of India Inc.’s ‘Star’ Brand?


On December 15th 2006, cricket lovers across the world witnessed the successful comeback of Sourav Ganguly in international cricket when he played for India in the first test against South Africa at the Wanderers in Johannesburg. After staying almost oblivious in the international cricketing circuit for 10 months, Sourav was found to make the best use of the opportunity as he scored an unbeaten 51. His subsequent performances in the Test series and in the One Day Internationals (in India) not only earned him a place in the World Cup squad but also boosted his worth as a brand endorser. Executives at Percept D’Mark, the celebrity management company that managed Sourav’s endorsement interests were reportedly positive about the fact that ‘Brand Ganguly’ was back in reckoning.

Sourav Ganguly, had a commanding presence in the arena of brand endorsements by Indian celebrities prior to his omission from the Indian team in 2005. However, as a cricketer, he was found to be passionate, aggressive and stylish who reportedly showcased exceptional leadership skills while leading the Indian team to several victories both in Tests as well as in One Day Internationals.

The above is the introduction to the case study that deals with the logic behind brand endorsements and how do ‘personality brands’ like ‘brand ganguly’ get affected with their rise or fall in popularity based on their performance in their professional arena.
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The author of the case is a management researcher with one of India’s leading B-schools.