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CIW / Media & Entertainment / 60% brands using celebrities in China did not achieve continuous growth in brand power

60% brands using celebrities in China did not achieve continuous growth in brand power

March 19, 2019 By Kantar China

60% of brands continuously using celebrity endorsement strategy have failed to grow their brand power in the past three years. China is one of the markets that are most keen on using celebrities in advertising. Looking at the percentage of ads featuring celebrities, China ranks third, next only to Japan and South Korea, and the proportion of ads with celebrities is still growing.

Many brands have paid for celebrity endorsement, but this is more like gambling, and a great amount of mon...

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Filed Under: Media & Entertainment Tagged With: celebrity, ciw premium, marketing

Kantar China

About Kantar China

Kantar is one of the world’s leading data, insight, and consultancy companies. Working together across the whole spectrum of research and consulting disciplines, its specialist brands, employing 30,000 people, provide inspirational insights and business strategies for clients in 100 countries. Kantar is part of WPP and its services are employed by over half of the Fortune Top 500 companies. For further information, please visit Kantar at www.kantar.com

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