THE SCALABILITY AND LIMITATIONS OF BRAND ENDORSEMENTS.

In this competitive era, we've seen markets created and toppled with various products and services. It is to the credibility and viability of the branding techniques applied and the marketing which is executed by the companies that they survive. Branding plays a vital role in making the products available to a large outreach of people regionally and globally which is a pivotal aspect, if a company needs to bolster its goodwill. Gaining the trust and loyalty of a customer remains an integral factor in acquiring the goodwill of the consumers which is now incorporated through the art of Brand Endorsements. Brand endorsements is one of the most influential branding techniques that encapsulate the minds of consumers to be attracted by their products and services. Though sometimes not fully aware of what they are buying or investing into, consumers take a leap of faith on believing in the endorsements and trusting to give it a chance. The aim of this paper is to understand the role of brand endorsements and to put this branding technique to employability where required to enhance the performance of a business. There is certainly no king in this business world constantly reigning due to the evolving rate of competition, but the scope to conquer the market and emerge into a leader has never been deteriorated. It is the risk that the companies take upon investing into endorsements that sometimes bounces back with serendipitous profits.