Ms. Kangana Ranaut : brand ambassador or brand destroyer? /

Ms. Kangana Ranaut, a celebrity brand ambassador for LIVA, entered an unwarranted series of controversies due to her independent thinking, outspoken personality, and explicit political beliefs that dragged brands endorsed by her into troubled waters. In a highly charged and divisive socio-political...

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Bibliographic Details
Main Authors:	Shetty, A. Shivakanth (Author), Anand, Kerena (Author), Kapse, Manohar (Author), Singaram, Rukmani (Author), S., Nandakishore (Author)
Format:	eBook
Language:	English
Published:	London : SAGE Publications: SAGE Business Cases Originals, 2024.
Series:	SAGE business cases.
Subjects:	Ranaut, Kangana > Case studies. Product management > India > Cases studies > Case studies. Consumer complaints > Case studies. Consommateurs > Plaintes > Études de cas. Electronic books.
Online Access:	Connect to the full text of this electronic book

Description
Summary:	Ms. Kangana Ranaut, a celebrity brand ambassador for LIVA, entered an unwarranted series of controversies due to her independent thinking, outspoken personality, and explicit political beliefs that dragged brands endorsed by her into troubled waters. In a highly charged and divisive socio-political environment like India, a highly opinionated and politically active brand ambassador can also significantly divide consumers who may demonstrate wrath and hatred on the brand's social media. Brand Manager Mr. Rajeev Gopal must determine whether to continue with a popular celebrity like Ms. Kangana Ranaut or jettison her from the LIVA brand ambassadorship. Will the strong personality of Ms. Kangana Ranaut and her controversies overshadow the very ethos and principles of the LIVA brand? Should brands like LIVA develop their own personality and equity or still ride on the popularity of celebrities, who may occasionally drag brands into troubled waters?
Physical Description:	1 online resource.
ISBN:	9781071921197 1071921193