Reflective Practitioner Assessment Research Proposal

Reflective Practitioner Assessment - Research Proposal Example Even though endorsements have taken on a quasi-industry stature, there is hardly any hugely successful collaboration as those of Nike" Background: Over the past fifty years, the association of brands with celebrities has been used as a widely accepted and popular means of branding any product. Irrespective of the industry diversity celebrity endorsement is being used to appeal customers in the pharmaceutical, watches & accessories, personal use items, cosmetics, cola drinks and virtually everything. This method of branding has not lost its popularity over the years and the potential in this sector is enough to have sustained the emergence of brand consultancy firms specialized in providing celebrity matching and celebrity endorsement services. Considering the above, the purpose of this research is whether celebrity branding is actually beneficial for the product or are their some hidden, spillover negative effects Is celebrity-branding effective in generating sales by influencing the decision making process Is celebrity endorsement as successful a tool in all the industries or whether its impact differs form industry to industry Is the celebrity appeal the same across different geographical regions and cultures And the focal question is celebrity endorsement really necessary for all products or is it a marketing myth phrased as " Is Celebrity Endorsement beneficial for the product or is it a li... Celebrity Endorsement is a part of the branding strategy. Considering this the 22 immutable laws relate to this specifically the 18th Law the law of borders which states that a brand should not have any borders and should be global and la 13 which states that the brand name should take precedence over the name of the company to avoid confusion. Considering this, the question that arises is that since singularity is important to leave an impact on the mind of the customers, is it really prudent to have a celebrity endorsement, which might confuse the customer by removing the singularity or overshadowing the brand in itself The general background to branding and advantages and disadvantages of labeling, branding and other functional aspects are well explained by Kotler in the Book Marketing Management. Literature Review: To conduct this elementary level research, academic journals, articles available on the internet and case studies pertaining to well-known brands have been reviewed and they provide useful insight onto the different circumstances that the brands face, the way they adapt, how celebrity branding has helped them boost their sales or bring it to low levels. A study conducted at University of Columbia by Christina Schlecht "Celebrities impact on Branding" provides good reading material for this subject. For an insight into the current topics, the articles available at www.about.com were very insightful especially "Celebrity Endorsement Deals Gone Astray" by Apryl Duncan. For the case study analysis, www.fultable.com and www.celebrityendorsements.co.uk are particularly useful. From the above it can be seen that a lot has been written on this subject. However, as observed by on