Question

Some of Cadbury’s spokespeople have run into controversy after becoming endorsers for

the brand. Does this hurt Cadbury’s brand equity or marketing message? Discuss

Answer 1

Yes, this may heart the Cadbury's brand equity or marketing message especially if controversy persists for longer duration or controversy gets bigger. We need to understand that people relate brand with endorsers. That's how brand endorsements by celebrity or spokespeople works. If some of Cadbury’s spokespeople have run into controversy after becoming endorsers for the brand, soon or later people will relate it to Cadbury. So, company needs to re evaluate the impact of endorsement since such controversies can adversely affect brand equity directly or indirectly.