Apply market research to generate audience insights. Measure content performance. Develop and improve products. List of Partners vendors. Depending on context, an endorsement will have different meanings. An endorsement may be a signature authorizing the legal transfer of a negotiable instrument between parties. It may also be an amendment to a contract or document, such as a life insurance policies or driver's license. A public declaration of support for a person, product, or service is also called an endorsement.
A signature is an endorsement. For example, when an employer signs a payroll check , it authorizes or endorses the transfer of money from the business account to the employee. The act of signing the check is considered an endorsement, which serves as proof of the payer's intent to transfer funds to the payee. In a financial transaction where one party pays with a check, the person receiving the funds must endorse the check with a signature.
A signature on the back of the check indicates that the transaction is complete and allows the transfer of money ordered by the check. If more than one person is listed as a payee on the check, then the endorsement requirements differ depending on how the names are written. For example, if the check is written out to John Doe and Jane Doe, both people must sign the check. If the check is written out to John Doe or Jane Doe, then only one signature is required.
Signing the back of a check to be cashed is called a blank endorsement. Anyone can cash or deposit a check with a blank endorsement, even if the check is not written to that individual.
Insurance endorsements are amendments in the form of modifications—or additions—to the original policy. For example, a policy provision continuing monthly income to a beneficiary after the death of the insured is an example of an endorsement and is also known as a rider. Typically, this type of endorsement increases the policy premium due to the added benefits to the policyholder s and beneficiary ies and the increased risk to the insurer.
License endorsements add rights or privileges to a driver. For example, a motorcycle endorsement on a license gives a driver permission to operate a motorcycle on public roads. License endorsements also refer to the types of authorized vehicles or to the type of cargo a vehicle may carry. The opposite of a license endorsement is a restriction , which forbids certain behavior when driving.
For example, someone with a corrective eyewear restriction isn't allowed to drive without glasses or contact lenses. Endorsements can also represent a show of support or a form of approval. A person or entity may make a public declaration of support for a person, product, or service.
Constant monitoring: Companies should monitor the behaviour, conduct and public image of the endorser continuously to minimize any potential negative publicity. One of the most effective ways to do this is to ensure that celebrity endorsement contracts are effectively drafted, keeping in mind any such negative events. Timing: As celebrities command a high price tag, companies should be on the constant lookout for emerging celebrities who show some promise and potential and sign them on in their formative years if possible to ensure a win—win situation.
Brand over endorser: When celebrities are used to endorse brands, one obvious result could be the potential overshadowing of the brand by the celebrity. Companies should ensure that this does not happen by formulating advertising collaterals and other communications.
Celebrity endorsement is just a channel: Companies must realize that having a celebrity endorsing a brand is not a goal in itself; rather it is one part of the communication mix that falls under the broader category of sponsorship marketing.
These guidelines are intended to provide companies a useful framework that they can use while deciding on the celebrities to endorse their brand. The important aspect that companies must note is that celebrity endorsements cannot replace the comprehensive brand building processes. As branding evolves as a discipline companies must be extra cautious to utilize every possible channel of communication rather than just a celebrity endorsement. When all other steps in the branding process is followed and implemented, then channels such as celebrity endorsements can provide the cutting edge as it did for Nike and many others.
Asian Brand Strategy provides key insights and knowledge about the rising Asian brands incl. Download sample chapter. Martin Roll enables global clients to deliver business impact and drive long-term value. Learn more about our services and how your company can get ahead. This channel now being used by many brands around the world raises some crucial questions about ways brands are built and also about the impact such collaborations have on branding: Is associating with a leading celebrity the easiest way to build a brand?
Should celebrity endorsement be the principal channel of brand communications? How can brands decide on potential brand endorsers? What are the advantages and disadvantages of such endorsements?
Is celebrity endorsement always beneficial to the brand? This is the case even if the new product is objectively better in every way.
An endorser not only has the right to change their mind, but they might also have a legal requirement to retract their endorsement if the product is found to be faulty, dangerous, or misleading. The endorser is legally liable if they continue to recommend a product after a piece of information has come out that points to the product being unsafe. Before giving the endorsement, she received a write-up of the clinical study in question, which indicates flaws in the design and conduct of the study that are so serious that they preclude any conclusions about the efficacy of the product.
The dermatologist is subject to liability for the false statements she made in the advertisement. If the advertising or the wording of the endorsement states or implies that the public figure uses the product, then they must continue using the product as long as the endorsement is being actively marketed. If an ad makes it look like the endorser is a regular user, and the endorser stops using the product, then no marketing can feature the endorser anymore.
For example, Jennifer Aniston told People Magazine that she was a user of Aveeno moisturizer before and after she was signed as their brand ambassador.
She has been using their products since her mother recommended it to her at fifteen. If that ever changed, then Aveeno would need to pull their advertisements featuring her.
The FTC holds both the advertiser and endorser to only state provable claims about the effectiveness and features of the product. The FTC is trying to make sure that advertisers and manufacturers are not trying to get around the rules of their industry by using an endorser as a cutout.
Anything a paid endorser says has the same legal requirements as if the company said it directly. For example, if a soccer star said his Nike cleats made him run faster in a post-game interview, and that has not been proven to be the case, then they need to retract the statement. If the statement is digital, then they need to go back and ask the media company to pull down the post or amend it.
Many marketers and PR professionals send free products out to a network of bloggers, journalists, and media personalities. As we learned, the FTC considers the complimentary product in exchange for reviews to be a paid endorsement. Thus, the marketers and PR people are legally required to follow up with the people they sent a product to and make sure that they did not make any embellished or misleading statements in the course of their endorsement.
If they did, then the marketers and PR people need to make every attempt to have the endorser amend the post where they made the over-the-top endorsement. There needs to be a line everywhere there is a statement that is the result of a paid endorsement. Some people may not take an endorsement seriously if they know it is paid. The FTC wants to make sure that these people know a paid endorsement from an unpaid endorsement so that people can make up their minds accordingly.
The moniker ad has taken off as the symbol of a paid endorsement, but the FTC warns that it alone is not sufficient. A social media influencer needs to state, in no uncertain terms, that they are paid for their words and post. The FTC considers both the advertiser and endorser responsible for making sure the financial relationship statement is there.
I have to make sure that I comply with this. I also provide links to books and products on Amazon that I can get an affiliate commission from.
In both cases, I have to make sure that I state in my posts the nature of my relationship with the seller. People can take it or leave it, but at least they are informed. Every successful brand experiences the positive effect of endorsement, but only a small fraction of companies every pay for endorsements. So the majority power of endorsements comes from unpaid endorsements. Explicit endorsements are when a person or organization unambiguously speaks to the positive traits of a brand or product in public.
Implicit endorsements are when a person or organization display their use of a product, which can be interpreted as an endorsement by passers-by. Not every product that we use we would endorse. So often, people give more credit to the brand than is deserved. But the social proof of seeing a trusted person using a product is a powerful influence on our purchasing behavior.
Supreme is a brand that has benefitted from the power of unpaid implicit endorsements. After that, the brand saw explosive growth. When we think about endorsements, we imagine the one significant endorsement that will sell millions of dollars worth of product. But the real power of endorsements comes from lots of small endorsements. Friends, family, everyday experts, and community leaders can have far more influence on the purchases of individual people in their circle than a celebrity does for one of their fans.
People closer to us talk to our particular needs, and not in generalities. Advertising platforms understand the power of endorsements from people close to the person being marketed to. If they can, Google and Facebook will show the viewer endorsements from people within their network. The ability to pull who-you-know into marketing is part of the reason why social media advertising is valued so much more than ads in traditional media.
Google Ads has a featured called Shared Endorsements. For the feature to kick in, someone if viewing an ad and someone in their network has positively reviewed that product or brand. If that is the case, then the name of the person, the star rating of the review, and the first few words of the review will be displayed below the ad. This social proof makes the ad much more effective and builds an affinity towards the brand. If Google using your name to help market their advertisers seems creepy to you, then you can opt-out of shared endorsements.
Editors note for readers : I am unclear whether this feature is still available for advertisers. Can someone confirm or deny? Please comment below or contact us. Facebook uses friend recommendations all over the place. When you are looking at a potential friend, they show all the friends you both have in common. Promotion for any Facebook Groups and Facebook Pages highlight other people in your network who have joined already. And Local in the Facebook App , the product that competes with Google My Business , shows reviews from connections before reviews from the general public.
You need to make sure your location information is filled out on your Facebook Page to show up in Local in the Facebook App. As we discussed earlier, people are quite cynical when it comes to paid endorsements from groups.
But unpaid endorsements are quite powerful. Conscientious consumers look for the seals of approval of non-profit organizations. The other significant source of unpaid endorsements are reviews from media outlets. The list is not pay-to-play but does have very structured requirements laid out by Oprah and her producers. One of the most powerful applications of endorsements is in B2B. The page in a sales deck that shows the list of existing clients is usually the most convincing slide. We like to delude ourselves into thinking that the business buying process is more rational than consumer purchase decisions.
But really, business buying decisions are made emotionally, and then back filled with rationality. People make a gut decision, and then come up with all sort of reasons why it is the most rational choice.
Endorsements serve both as an emotional trigger to buy as well as provide a rational reason that a purchaser can take back to their boss or board. People want to feel safe when making a large business purchase decision. Being perceived as the safe choice was why they were so dominant for so long in the enterprise computer market.
Seeing a strong client list and endorsement makes B2B buyer feel safe because others have taken the risk before them, and are doing well. It is social proof. Both a client list and some personal endorsements help people sell a B2B purchase within the organization. How do you get endorsements for your business product or service?
You ask your clients. The best time to ask is when you receive a glowing piece of feedback from a client. You should ask if you can put that statement, or something slightly reworded on your website.
Would you mind sending me one? But that never actually happens. Write whatever you want and put my name on it. More than half the time I have asked for endorsements, I have received genuinely touching ones back. And that is helpful both for endorsed marketing and personal validation. Endorsements are powerful influences on people.
Seeing people that we respect, both people close to us and public figures, endorse a product will make us more likely to buy that product in the future. We are social creatures, and endorsements will always play to our human nature. Every brand needs to solicit and encourage unpaid endorsements by following up with people they know to use their products.
Paid endorsements are trickier, but make sense for more brands than currently consider them.
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