Brand engagement versus endorsement: What should home buyers trust more
In the past many celebrities like international football star Zinedine Zidane; actors Priyanka Chopra, Aishwarya Rai Bachchan, Deepika Padukone, Shah Rukh Khan, Akshay Kumar and Twinkle Khanna; cricketers MS Dhoni, Sachin Tendulkar, Virat Kohli, have been roped in as brand ambassadors for real estate projects. This form of endorsement, serves to make the brand identifiable . On the other hand, various engagement activities carried out by developers, help the developers to gain valuable insights about their potential buyers and vice-versa. Manish Advani, head of marketing and public relations, Mahindra Special Services, points out that a successful person advocating a product, can serve to influence a common man to buy that product. “As a result, ad campaigns featuring actors and sportsperson are quite common, to generate awareness about the product among home buyers during the launch period,” he explains. The difference between brand endorsement and brand engagement in real esta...