Endorsement (Celebrity)
Using famous person to promote product/brand.
Real World
Nike's long-running deal with Michael Jordan created the Air Jordan line, worth over $5 billion annually — but Pepsi dropped their deal with Ludacris in 2003 after pressure over his lyrics, showing the reputational risk.
Exam Focus
Always link celebrity endorsement to brand values; examiners expect analysis of both the uplift in sales AND the reputational risk if the celebrity's image deteriorates.
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