This page has been moved to

If your browser doesn't redirect you to the new location please click here, sorry for the inconvenience!

Strategic Advisor on Branding Excellence
Home The Firm Services Branding Resources News Room Contacts Sitemap
Brandbrief newsletter Books Brand glossary Features & Articles Links & Library
Celebrity endorsements and profitability

Asian Paints, one of the leading paint brands in the Asian market, undertook a major repositioning of one of its product called Asian Paints Royale. It used the current Bollywood heartthrob Saif Ali Khan, who himself is from one of the pre-eminent Indian royal families, to endorse the product. The endorsement helped the brand to increase its growth by 29% in value terms.

Titan Watches is the leading Indian watch brand that has had a great run in the last few years. Recently, the brand wanted to increase the "consumption" of watches. So the company chose the celebrity endorsement route to portray the brand more as a lifestyle product than as a commodity. Titan Watches used another leading Bollywood icon to endorse the brand. The campaign helped Titan achieve a growth of 45% in volume sales and 52% in value.

These two examples are cases in point to illustrate that celebrity endorsements can contribute to the bottom line of a brand.

The unique approach of brand consulting creates and enhances business value

Martin Roll is the leading international speaker and advisor on Branding Excellence

Best practices, new knowledge and international insights on branding
Asian Brand Strategy - New book by Martin Roll
Free BrandBriefTM subscription
Get regular updates on Branding Excellence and VentureRepublic. Enter your email address and submit TODAY.

"Martin is a top tier executive, business consulting professional whose accomplishments when it comes to branding excellence, leadership and Asian knowledge, are second to none. He is bright, articulate and freely shares his knowledge with wit and directness. He approaches both life and the consulting process with integrity, knowledge and a "can do" attitude. I would recommend him without hesitation."

Michael Aagaard Andersen
Managing Director
Pandora Asia-Pacific

"Building successful global brands is - and will be - critical for the rapidly increasing number of Asian champions on the global stage. Martin Roll provides a compelling and practical roadmap on how to do this based on his extensive experience advising Asian corporations."

Dominic Barton
Worldwide Managing Director
McKinsey & Company
"Asian Brand Strategy is an important handbook for Asian executives aspiring to build strong brands. It provides a solid foundation for future success in the global market place."

John A. Quelch
Lincoln Filene Professor of Business Administration Harvard Business School and Chairman of the Academic Council at CEIBS

© Copyright 2002-2017 VentureRepublic
Terms of use | Privacy statement