RESEARCH PROJECT & PROPOSAL 1 & 2 Essay Example | Topics and Well Written Essays - 5000 words

RESEARCH PROJECT & PROPOSAL 1 & 2 - Essay Example ementioned category which is distinguishing the product in a unique way, making it more interesting and attractive to a firm’s most desirable target segments (Hill and Hoskisson 2014). Many companies attempt to differentiate through benefits and features of a product that are unique to other competitive offerings, however not all firms manage to innovate such features to gain a unique, differentiated identity. Physical properties of a product, such as reliability and durability may not actually be unique from competitors, leading firms to seek alternative differentiation strategies to achieve the presentation of a more desirable and attractive product or service. Hence, many companies seek a promotional strategy in marketing, using advertising and consistent integrated marketing communications strategies to achieve a unique brand identity in a firm’s established market. One of the most common strategies, and often an expensive endeavour, is to seek celebrity endorsement of the product or brand as a means of making a product appear more attractive and relevant to consumer markets. Celebrities are defined as a person that has gained a recognised name and reputation that manages to attract attention from others (Gupta 2009). A person is considered a true celebrity when they have managed to attract popularity and fame, usually through media forums, that promote the person’s accomplishments or successes. Visibility in television programming, the achievement of substantial wealth, or one’s high performance in a particular domain, such as being a valuable athlete in sports, serves to distinguish the celebrity from others in general society. A celebrity might even have socially-aspirational physical features and attributes which portray consumers the impression that this individual is superior to others or generally remarkable and extraordina ry (Morgan 2010). Kahle and Homer (1985) discovered in a study that celebrities maintain characteristics which make them