Mumbai | Duff & Phelps, the premier global valuation and corporate finance advisor, has announced findings from its 2016 report on celebrity brand values in India. The report, embracing the Change: A Concise Report on India’s Most Valuable Celebrity Brands is the second edition of Duff & Phelps’ study.
Shah Rukh Khan tops the list with brand value of US$131.2 million, followed by Virat Kohli (US$92.4 million), Deepika Padukone (US$86.4 million), Salman Khan (US$58.3 million) and Priyanka Chopra (US$44.9 million).
The total value of the top 15 celebrity brands in India is over US$691 million.
The number of brands endorsed by top female celebrities has grown by over 50% over the last two years, and the value of female celebrity brand endorsers count for over 32% of total brand value as compared to 20% in 2014.
New entrants Ranveer Singh and Alia Bhatt make a strong showing in the rankings claiming the 7th and 14th positions respectively.
The top sectors using celebrity brand endorsers included personal care, food and beverages, automobiles, e-commerce and jewelry.
“This year’s report recognizes the rise of women celebrity endorsers to the top of the brand value rankings,” said Varun Gupta, Managing Director and Japan and Southeast Asia Leader at Duff & Phelps”. “In our 2014 celebrity brand valuation report we had forecast a change towards female celebrity endorsers becoming A-listers. That change has definitely been realized over the last two years.”
The report highlights evolving trends in celebrity endorsements, including increased usage of co-ownership models whereby celebrities hold an ownership stake in the brands they endorse, an increase in the use of celebrity endorsements in the e-commerce space and an increase in celebrities leveraging their brands through extensions into both related and unrelated product endorsements.