Project Plan: Building Brand Image Through Celebrity Endorsement ASOS

This project plan explores the impact of celebrity endorsement on building brand image, using ASOS as a case study. It outlines research questions focusing on the meaning of celebrity endorsement, its impact on ASOS's brand image in the UK market, and strategies for enhancing celebrity endorsement. The project employs both quantitative and qualitative research methods, utilizing primary data collected through questionnaires and secondary data from existing research. The timeline includes stages for literature review, data collection, analysis, and report writing. Evaluation strategies involve statistical and survey methods, with monitoring using a Gantt chart to ensure timely completion. The research aims to provide insights into how ASOS can effectively leverage celebrity endorsements to strengthen its brand image.

Project plan
(Building brand image through
celebrity endorsement)
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Table of Contents
Introduction.....................................................................................................................................3
Research questions/ problems ........................................................................................................3
Project aim and objectives...............................................................................................................3
How the Objectives will be achieved..............................................................................................4
Timescales.......................................................................................................................................4
Evaluation........................................................................................................................................5
References.......................................................................................................................................6
Books & Journals........................................................................................................................6
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Introduction
Building a strong image is one of a mandatory task for the companies to enhance to work
with to public figures for managing celebrities to represent the brand value and images. The use
of celebrities endorsement is useful for promoting company in market and gain more attraction
(Saeed and et.al., 2021). In this research ASOS company is used as the base company and it is
providing their services in clothing fashion industry. Its headquarters is in London and main
focus on the clothes, shoes, accessories and beauty products. This project proposal include
research questions, aim and objectives. Further, it will include the timeline, evaluation and its
objective methods to complete different methods.
Research questions/ problems
 What is the meaning of celebrity endorsement on the promotion of a company?
 What are the impact of celebrity endorsement on building up the brand image of ASOS
in UK market?
 Which kind of different strategies that can be adopted by ASOS company to enhance
their celebrity endorsement?
Research problems
To complete the project, the total time needs is nearly 2 months and analyse the impact of
brand endorsement celebrities on the building up the image. The chosen target population will be
related to employees of the ASOS and project will elaborate the study and its impact on the
customers of ASOS. Furthermore to achieve research objectives researcher will be able to
complete higher efficiency with the help of chosen population (Fan, 2021).
Project aim and objectives
Research Aim: “To analyse the impact of celebrity endorsement on building up the brand image
of the company. A study on ASOS.”
Research Objectives:
 To understand the meaning of celebrity endorsement on the promotion of a company.
 To examine the impact of celebrity endorsement on building up the brand image of
ASOS in UK market.
 To determine different strategies that ASOS company can be adopted to enhance their
celebrity endorsement.
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How the Objectives will be achieved
This research uses quantitative and qualitative approach method and use observation as
its method acting of data collection. In order to complete this project, primary and secondary
resources are used to which are helpful for complete study. With the help of primary data
researcher will be able to collect raw data and interpret that in their own words (Halder, Pradhan
and Chaudhuri, 2021). For collecting primary data investigator choose questionnaire method to
complete the study in effective time. Furthermore, secondary information is able to collect
existing information which further helps in enhancing knowledge.
Timescales
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Evaluation
To achieve the desire objectives the researcher is able to conduct monitoring and
evaluation strategies. These will be helpful for achieve objectives and determine the methods
which will be used to complete and evaluate the project on time. For evolution of the project,
researcher opted statistical and survey method. Whereas for monitoring the researcher opted
Gantt chart that helps in make a timeline and complete all stages on the basis of that timeline
(Dewi and Ekawati, 2021). The researcher itself carry out the project evaluation and in last the
mentor or leader analyses project efficiency.
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References
Books & Journals
Dewi, N.P.N.T. and Ekawati, N.W., The Role of Brand Image Mediated The Effect of Celebrity
Endorser’sCredibility on Purchase Decisions for Vivo Smartphone in Denpasar.
Halder, D., Pradhan, D. and Chaudhuri, H.R., 2021. Forty-five years of celebrity credibility and
endorsement literature: Review and learnings. Journal of Business Research, 125,
pp.397-415.
Fan, F., 2021. Exploratory study about audience response to product endorsements by online
DIY celebrities and traditional celebrities. Young Consumers.
Saeed, M.R., Burki, U., Ali, R., Dahlstrom, R. and Zameer, H., 2021. The antecedents and
consequences of brand personality: a systematic review. EuroMed Journal of Business.
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