Celebrity marketing as a tool of creating image of the brand. 
Case: Match TV and Tina Kandelaki

T hanks to the efficient and timely reaction of Maria and her team to the force majeure situation, the indices of sympathy, identification and trust have changed in the direction of growth. Many brands make a choice in favor of attracting not one athlete, but an entire team or group of celebrities, linking them with a common idea or finding interesting stories about the relationship of these people in their professional activities. C hoosing only one celebrity to promote the brand involves certain risks if the celebrity gets into a scandalous story or falls into a doping trap. If the marketing campaign in any case must be built on a single person, it makes sense to turn to the legends of the sport who are not current professional athletes. T hese people have already won all their trophies and simply can no longer miss, and the probability of falling into a scandalous story is much lower. Many organizers of sports events in Russia are accustomed to receiving guaranteed budget funding. T.

his practice demotivates them to be commercially oriented and to guarantee Certain KPIs marketing to commercial sponsors. T his, in turn, has a negative impact on the sports celebrities themselves in Russia. N ot all athletes in Russia are ready to work with brands for the prospect of success for a relatively small fee. The players Alexander Kerzhakov, Marat Izmailov and Alexander Bridge in the late 1990s and early 2000s was one of the first selected Pepsi brand in Russia as the Ambassador for a fee, which is currently not possible to imagine, and the more articulate contemporary colleagues on the role. A lthough from the point of view of promotion cooperation with the global brand is an entrance ticket to the advertising market for rising young stars. Even more undeveloped practice in Russia is the development and promotion of its own brand by a successful athlete, while in the Western market stars often use opportunities of cooperation with large companies to promote their private label or promote their line on their own. We suggest to stop in more detail on examination of work with popular celebrities and to address to direct participants. We would liketo start with Maria Sharapova with her own brand Sugarpova.

O nce Maria Sharapova said that «since I have a huge experience of working with bright brands, there is a feeling that I have a master’s degree in marketing. I really wanted to set myself a difficult task and start my own business. I love sweets, and I also wanted the business to be something interesting to do. C.

andy and chocolate-just the right option".Sugarpova is a small company, so they don’t have a bulk of marketing budgets. T hey use her social media platforms, in which Sharapova have more than 20 million fans. T hey also hold events to support retail trade in the cities where she comes to play tennis. What concern Alexander KERZHAKOV, a Russian football player, until 2014 he was not active in social networks, but when it became clear that this is a global trend, he decided to try. T.

his turned out to be a very exciting experience for him. T he history of his Instagram began with participation in the global project Ice Bucket Challenge, it attracted a large audience and served as a starting point for the further development of his account. I nstagram account of Alexander for 2 years gained more than 350 thousand subscribers, entering the rating of the top 7 of all Russian athletes. I n many ways, it became possible thanks to Alexander’s personal participation in the publication of the most interesting and unique content from the first person. History and conception of MATCH TVOn April 17, 2015 the media holding Rosbizneskonsalting published initially not officially confirmed information that the TV channel «Russia-2» can be transferred to «Gazprom-Media holding», and on its basis «NTV-Plus» plans to create a full-fledged sports TV channel.

T hree days later, according to the Agency TASS, the Minister of sports of the Russian Federation Vitaly Mutko at a press conference in Sochi expressed concern about the lack of a publicly available sports TV channel in Russia. H e said that the issue of sports broadcasting will be considered by the Council under the President of the Russian Federation on development of physical culture and sports, but refused to disclose any details of upcoming decisions. The meeting of the Council was held on June 2, 2015.

D uring the meeting, the Chairman of the Board of Gazprom Media Holding Dmitry Chernyshenko announced the creation of a new specialized public sports TV channel"MATCH TV", formed on the production and technological base of «NTV-Plus» and «Sports broadcasting», as well as the distribution network of the TV channel «Russia-2» (VGTRK). T he operator of the channel is «the National sports channel» .Head of MATCH TV becameknown TV presenter, producer and public figure Tina Kandelaki (General producer) and former General Director of TV channel «Home» Natalia Bilan (creative Director) and Natalia Korotkova (program Director). T.

he designation of Kandelaki was ambiguously perceived by the audience and the staff of the channel «NTV-Plus Sport plus» and it all resulted in a scandal between Kandelaki and commentator Vasily Utkin, who announced on August 11 his refusal to work with the new Director, but after a month changed his mind. The logo of the new channel was created in the style of Soviet constructivism and was developed by the Studio Shandesign and submitted in mid-September 2015. I t immediately was seriously criticized by the designers. T he logo appears in the upper right corner, in the air all the symbols of this emblem every 7 seconds alternately, changing color from red to white and vice versa. D.

uring the commercials, the logo disappears from the screen. O n 25 October rappers Busta and Smokey Mo recorded music video for the song «the Final match», which became the anthem of the channel. V ideo Director became Rezo Gigineishvili. F ew clips with the participation of commentators MATCH TV were filmed and dozens of famous athletes. O.

n October 15, 2015, Moscow Metro was selling individual tickets for 60 trips (total circulation of the series amounted to 1 200 000 units) and inside Metro were placed outdoor advertising with a picture of Alena Zavarzin, Yelena Isinbayeva, Alina Kabaeva, Alexander Kerzhakov, Timofey Mozgov and Tatiana Navka. T his Action was timed to the launch of MATCH TV. On January 2016, half of the commentators were removed for the staff[39], a number of prominent sports journalists stopped cooperation with MATCH TV Vasily Utkin, Vladimir Stognienko, Alexey Andronov, Kirill Dementiev and Alexander Kuzmak. T he reduction continued in 2017, although the press service of the TV channel tried to deny it. A mong the departed were many managers who stood at the origins of the Channel. On September 2016, the Channel refused to broadcast the Paralympics, when perfomance of Russian athletes was not allowed. A.

ccording to Kandelaki, the decision was justified «sense of dignity and respect to the country» .The ratings of the Channel during first months of broadcasting were lower than its predecessor — «Russia-2». According to the online edition Colta.ru at the end of 2015 MATCH TV was on the 19 placein the rating of popularity among Federal TV channels. By the end of 2016, it continued to concede «Russia-2»: the proportion of male audience of 25−59 years was 3.

2%.In October 2017, the Channel became part of the holding «MRG entertainment TV», headed by Artur Janibekyan. F ormer Director of the company «Match!» Dmitry Granov as a result of shifts became Executive Director of the MATCH TV. TV channel «Match TV» is included in the list of all-Russian mandatory public TV channels and radio channels (RTRS-1 package)[6] and is mandatory for distribution throughout the Russian Federation[52]. A t the beginning of 2017, the network of broadcasting TV channel covered more than 1600 settlements of Russia[53]. T he estimated audience of 81 million people[54].

T he satellite version of the channel in high definition (HD) is available on the platforms «NTV-Plus» [1][55], «Continent TV» [56], «Telekarta» [57] and «Tricolor TV» [58]. I nternet broadcasting is carried out on the official website of Match TV. January 25, 2016 at 6: 00 Moscow time there was a rebranding of sports TV channels «NTV-Plus» [59]. A t the same time, the international version of Match TV called match Was launched on the frequency of NTV-Plus Sport TV channel.

P lanet." Its main task is to promote Russian sport by showing Russian competitions live in other countries[60]. B roadcast their own production on the TV channel «Match! T.

he planet is" virtually non-existent, as he doesn’t have the rights to broadcast many foreign competitions. T herefore, some broadcasts from other channels of the subholding are duplicated there. T.

he broadcasting grid of the international version of «Match TV» includes news releases, programs «You can do more!», «Sport interest», «Rio awaits», «sport Anatomy» and others. Tina Kandelaki — brand or not? As we already understood the perception of the brand is closely related to the celebrity choosen. I n our case it is Tina Kandelaki. A ccordnig to the media she was choosen as a general producer because of her addiction to sport and her close relations with so-called «first» faces of the country.

R ussian media always strongly criticized Tina. &# 171;According to several sources closely related to «Match TV», the idea to invite Kandelaki was not Chernyshenko and not even Alexei Miller.

N ew General producer of the channel was attached personally by Vladimir Putin, who called Chernyshenko and encouraged to nominate Kandelaki. A former top Manager of the channel said that even before the call of the President with his foot in front of the Gazprom’s management lobbied the head of the Corporation «rostec» and Putin’s old friend Sergei Chemezov. K andelaki close friends with Ekaterina Ignatova, wife Chemezov, and the current husband Kandelaki Vasily Brovko, who worked with her in «the Apostle», he is Director of «Rostec» for special assignments («the Apostle» is now undergoing bankruptcy proceedings). I.

t Chemezov could suggest the candidacy of the First President, who liked the idea — she seemed to be the most athletic person in the media elite, loyal to the government, and actively promoted a healthy lifestyle".Tina Kandelaki has always been the subject of criticism both from the society and from the media. H er background also influenced opinion about her: On November 26, 2006, Kandelaki was involved in a car accident in Nice, France. K andelaki was a passenger of a Ferrari Enzo driven by Suleyman Kerimov, Russian billionaire and entrepreneur. T he car went off road and crashed into a tree. T.

he cause of the car accident is unknown. K erimov was seriously injured and rushed to hospital. In 2013 Tina Kandelaki became partner and co-owner of Apostol Media Group. T he company produces TV-programs for leading Russian TV channels and provides a full spectrum of PR services. After that, the Agency began to actively get contracts with government agencies and companies. I.

n particular, the Agency was contracts for the creation of brands «New Moscow» (15 million rubles) and the Agency for housing mortgage lending over 24.6 million rubles. A mong the customers of Apostol was also the Ministry of Industry, concern «Kalashnikov», Rosavtodor, «Aeroflot» and state Corporation «Rostec». In 2016, after the departure of Tina from Apostol, the company has applied for participation in two tenders related to government agencies, but in the end none of them received. F or comparison, in 2015, the Agency received 15 contracts totaling 338,5 million. Moreover Tina is known as a producer and manufacturer of cosmetics of dubious quality: Ansaligy. &# 171;Surprisingly, even with such authoritative recommendations around the shelves with creams AnsaLigy in Gum is a dead zone.

M oreover, in the adjacent corners consultants are not even aware of the existence of the brand. I f you are lucky and a shelf with Golden vials you have been able to find, it is too early to rejoice: the consultants know nothing about their connectionbetwen Kandelaki and Paris. T he question what is «innovative component SWT-7?» (Responsible for the youth and beauty), puts them in a dead end".In 2016 even before the official launch of MATCH TV «has not yet started, and everyone knows it». Tina herself knows it: «I have already used to it. A day that lived without criticism, for me, is a strange day.

H owever, I must add that the issue here is not only in scandals, as in the keen interest of the public to me and the new channel. I f you look at Analytics, share information about the scandal, Utkin [the commentator and the head of sports edition «NTV-Plus» Vasily Utkin considered unacceptable statement about the construction of the First edition from scratch, and demanded an apology] took only 23%. Without false modesty to say that «Match TV» before manifested great interest. T he subject of publications becomes everything: from information what match I went to who became the new presenter of the channel. W.

hile positive tone is 70% in the press and 60% on blogs. A s a PR I treat this positively, of course".In spite of the high level of criticism, numbers of negative posts in her social nets (Facebook, Instargram) Tina tries to distance her image from ex TV-host, glamourous girl and socialite. S he has her own telegram channel where she posts all interesting facts about industria, IT and politics. S he spends a lot of time dedicating to sport, English classes and her job.

F or sure we can conclude that all her activities are under the close supervision of the public and society. E verything she is doing causes feedback both positive and negative. F rom author’s point of view it is a proof that Tina Kandelaki itself is a brand. Y et it is still too controversial. Analysis of activities of the channel MATCH TVIn today’s digital era people tend to use Internet or social nets more than watch Television.

T hat’s why most of TV channels try to develop their sites and nets like Facebook and Instagram. E xamples: TV Rain, RTVI.

T hat is why Tina as a strong strategist and a visionary marketing and PR manager understood that it is vital to involve people into sport, MATCH TV and her own personality. H er team actively develops the structure of the channel and keeps up with the digital times.

T his year they created so-called «national» trainings in Russian regions. & quot;MATCH! T raining" is a format of events initiated by the TV channel «MATCH TV» and is aimed at popularization of sports and healthy lifestyle among the General public." Match! T rainings" were successfullyheld in Moscow, Krasnoyarsk, Ufa, Novosibirsk, Kazan and Tula.

K ey messages transmited to the public: This is the right format to promote a healthy lifestyle among the population and directly among the audienc of the channel. Format «Match!Training» has become very popular over the past year, and is ready to replicate in different regions of the Russian Federation. MATCH TV made a gift to the cities and its inhabitants by organizing a sports festival. Thanks to these activities the healthy way of life is spreading throughout the country. Statistics of the events all over Russia: These activities were positively received by the inhabitants of the cities. F or example, more than 60 publications were announced in Tula’s media and according to Medialogia 85% of the publications were positive, others neutral.

T ina herself conducted trainigs and did sport with citizens. S he took pictures and selfies with everyone and behave herself as a person who is very «close» to people. A.

nalysts noted positive trends towards Tina and Match TV after conducting these events. N umber of negative posts in social nets and publications decreased. F.

or example, publication on Sports.ru (17 Oct 2017): «Four-time Olympic champion in biathlon Alexander Tikhonov admitted that criticism of the TV channel „Match TV“ and its General producer Tina Kandelaki has turned out unduly harsh: After examining all the circumstances and after hearing the arguments of several parties, I have to admit that the criticism of the management of the channel and personally Tina Kandelaki has turned out unduly harsh. I was never indifferent to what is happening in the Russian sport, always keenly experienced his problem. L ike many veterans of the sport and the fans, I have some questions to „Match TV“. I don’t really like the attention to football (although I have nothing against this sport). A s I like to repeat that the Russian football sport is not a hindrance. Team „Match TV“ I wish not to stop the development, to continue the creative search and the optimal broadcast format that would be of interest to different categories of viewers,» wrote Tikhonov".Perception of MATCH TV (survey)The author of this term paper has conducted a survey among 30 people. S urvey included closed and open questions.

A udience of the survey was: male and female, age 24−30. A ccording to the survey 50%of the respondents are neutral to the brand MATCH TVand 25% and 25% are positive and negative. W hat is more interesting 65% of the respondents answered that MATCH TV associates with Tina Kandelaki and only 35% associates it with sport translation. T he author definitely correlates two questions.

S o the results of the next question was predictable: 60% are neutral to Tina Kandelaki, 25% are positive and 10% are negative. M oreover next open question was predictable as well: respondents correlate Tina and Match TV and on the question — what if they had choosen another person as head of the Channel?

— 50% answered «yes». This short survey showed that brand «Tina Kandelaki» definetely influenced a lot on the brand of MATCH TV. M oreover it proves the main theory of celebrity marketing — choosen celebrity and her vibe will 100% influence on the brand and audience will perceive the brand through celebrity.

I t doesn’t matter if it is a commercial ad or TV channel. F uture policy of the Match TVRecently the control of «Match TV» gave to the entertainment team of «Gazprom-media». Nowadays the sports channel obeys the founder of Comedy Club Production Arthur Janibekyan. Tina Kandelaki is now also subject to it. Tina Kandelaki does not like to talk a lot about the company’s activities, but we would like to systematize the main planned policies expressed by Tina in various interviews for a certain period of time. Now the channel is unprofitable, to the question of whether it is planned to attract money and audiences through the broadcast of serials related to sports, Tina answered: «According to the approved model, we can display content related only to sports. As for sports films, for example if we talk about „Legend No. 17“, I dreamed of buying this film, we tried to acquire rights to it, but the peculiarity is that when buying a certain film, the channels block the right to buy this film by other channels and that’s right».TV channels have a so-called «shelf» — a selection of films: box office consistently brings ratings. M atch TV have fully studied the segment of sports cinema, and unfortunately there are not so many such films. O.

f those that were in the access, we have bought all of them. B ut the rights to «Legend No. 17″ will not open for a long time, so we could not buy them» .Now the following situation with platforms look like that: there is an ethereal channel, 11 thematic television channels, portals Sportbox and Matchtv.ru, and also social networks. If Matchtv.ru works as a showcase for all sub-holding projects, including high-quality journalistic exclusive materials, then Sportbox is a traditional electronic media — goals, points, seconds: a clear information component with short commentaries. Now the direction is thinking about showing on the Sportbox more broadcasts, which they do not show on paid channels. I.

t is important that on the website «Match TV» with the arrival of Yevgeny Dzichkovsky, the great journalistic materials began to appear. T ina said that they would like to develop this direction. As for the model of paid access to the site, everyone wants to develop a pay-per-view model, but we should not forget that the culture of paying in our country is in the initial stage, everyone wants to consume for free. B ut the entire mobile, all digital, all the media, which are aggregated in the same digital, want to earn on subscription. Tina Kandelaki, for example, loves Netflix.

S he bought a subscription there, and she watches most of their projects. B uying is a small step that needs to be taken, but then you’ll be the first to consume everything that appears fine on Netflix, with luxurious subtitles. T his company accustoms people to cultural paid consumption of legal content. Of course, the Match TVis only at the beginning of the road, but they are planning to develop it. M any sports events — she sees it very well in battles — can happen only if there is a certain amount of money: payment for the site, fees for top fighters and so on.

I n the world it is easy to imagine that battles involving top athletes will be bought by pay-per-view. B ut in Russia, Tina can not imagine now that we’ll show the fight with Fedor Emelianenko for money on this model, because everyone will curse us, you know. B.

ut the Russian market is bound to come to this: the world is moving in a certain direction, and the channelcan not go the opposite way. Nowadays the main aim is to consider different models of paid access: from the sale of subscriptions to the sale of one-off views of a content on the site. Tina says: «Yes, look at the whole of Russian sports — how much is it monetized, how economically sound is it, how much does it earn at all? W hen the whole Russian sport — and I hope we are moving in this direction — will start earning, then, accordingly, paid content will also be sold, you will see!» I absolutely agree with her. T here is not yet in our country a mass culture to pay for content, people are accustomed to receiving content for free. O.

f course, only one «Match TV» can not alone change the situation that has developed over many years. Doping scandal popularized the Russian sport in the world. I n this paradigm, we can say that any ads are good, except obituaries. B ut there has not been much talk about Russian sports. O f course, such a large-scale study was not yet, just how this scandal affected the television viewing.

B ut for the Olympics, of course, from the point of view it was one of the powerful impulses: the whole country was ill for the national team even more than it usually hurts — with all the experiences when it was not clear whether our sportsmen would go or not. S o, I think, because of this, the spectator interest was constantly elevated. T his scandal has become a tremendous shake-up for everyone, including for the athletes themselves. B ut they showed that Russian athletes do not break.

F or TV viewers, it became a kind of thriller, a detective, which they followed closely." TV Match" is interested in measuring of the out-of-home TV viewing, the channelis participating in the creation of an appropriate measurement system developed by Mediascopebecause sport is that content that people do not look at home only, sitting in slippers on the couch. S port today is seen in tablets, laptops, bars and so many places. A.

nd of course, today the proportion of out-of-home TV viewing is only increasing. The current rating system was created in the era when the person in the hands did not have two screens. S o Tina thinks the telemetry system itself will change dramatically in the next three years, because the singularity will come much faster than it seems to us: every subsequent gadget is aimed at ensuring that you receive a huge amount of information as quickly as possible. A nd in this sense, the phones, she thinks, are already ahead of the TV. From the point of view, of course, television ceases to be the only and the main visual platform. T here are, of course, some great hits, wins in slots, when the whole family gathers at the TV. T.

his is the Champions League, the same Cup of Confederations, and other super-events. B ut these are separate special projects. T herefore, my forecast is such that no one will replace television, but the TV will be watched in different environments. ConclusionIn this term paper the author analyzed the correlation between celebrity and its influence of the brand and reputation of the brand. T his research shows that having a celebrity that is seen as trustworthy and expert in his field do have a positive impact on the attitude to the celebrity, thus, a positive impact on brand attitude.

E ven though the celebrity is not seen as an expert in the endorsed product, they still have a positive impact as long as they are experts in their own field. E xpertise and trustworthiness in the celebrity endorser gives the brand a sense of believability and credibility.

H aving a successful celebrity endorser gives the brand an image of being of high quality. F urthermore, the attractiveness of the celebrity endorser brings even more reliability to the brand.

T he research shows that the attractiveness attribute is more than just physical attractiveness, it also includes athletic performances, success and way of living. O ur research showed that famous celebrities got more attention in advertising than noncelebrities. F urthermore, people tended to pay more attention to marketing that was relevant to their own interests and needs.

O ur research showed that having a familiar and likable celebrity endorser increases consumers' purchase intention when the product is a low involvement product. H owever, attractiveness did not increase consumers' purchase intentions when it comes to edible products. C.

elebrity endorsement if used effectively, makes the brand stand out, galvanizes brand recall and facilitates instant awareness thus the right choice of celebrity to use must be done by the marketers. This gives a room for media personalities to be used in marketing products for various organizations and companies who can easily be identified with by the audience, through the chosen advertising media. T he type of media used could be print, electronic or social media. H owever celebrity endorsement in advertisement has negative impact on the audience ranging from the morals, norms and behaviors in the society. M ost of the audiences have abandoned their normal way of living according to the set cultural standards and expectations of the society at large in that they are aping what the celebrities are doing so as to identify with them. C.

elebrity appearance, knowledge, liking, and credibility of the celebrity are also highly correlated with advertising believability. R ecommendations Advertising is crucial for the purposes of marketing and creating awareness of the products to different target audience. T his paper recommends that in order to have businesses and organizations thrive well in the market they need to choose the right marketing channels, media and celebrities to use so as to make the communication effective. T.

he paper also recommends that before choosing any celebrity to use, analysis of the target group they want to communicate to should be done, the product being advertised and the message being put across so as to make the right choice of a celebrity to match the product. W e came up to the conclusion that this format of marketing communication has been used recently in Russia. A ny public person has formed in the eyes of the public image and reputation. W e considered succesfull and unsseccesful cases of celebrity marketing analyzing of Mikhail Gorbachev and Louis Vuitton case, brand-amabssadors of S7 case and Rihanna and Nivea case. W.

e have understood the formula to choose Celebrity which calls FRED. I t helps to evaluate the strengths and weaknesses of celebrity spokesmen. M.

oreover we have understood four models to develop theory of how to choose a celebrity: source credibility, source attractiveness, and the product match-up hypothesis. Thus, we may conclude: Celebrity endorsers are used to increase the attention to the advertisied product and break throug the media noise. Companies take benefits of the positive meaning and values provided by a celbrity when using celebrity endorsement, and by that transfer the meaning and values to the endorsed products. Celebrity endorsers are used for low involvement products. Use of celebrity endorsers builds up trustworthiness between the product and the celebrity. The economic risks involved in celebrity marketing is high, but worth it because of the attention achieved in media by using celebrity endorsers. T hus, we conclude the following to be the measures a company can adopt to reduce the risk of celebrity endorsement: To base the choice of ceebrity endorser more on trustworthiness than attractiveness. 
T o ascertain that the celebrity endorser matches the image of the entire organization. 
U.

se of long-term legal contracts helps prevent some of the risks involved in celebrity endorsement. 
T he risk of overshadowing and overexposure are important factors to manage when dealing with celebrity endorsement. T his is to gain as much as possible from the relationship and avoid the effect of the risks. I.

n the second part we considered accurately the example of Tina Kandelaki and MATCH TV and came to the conclusion that celebrity and brand are highly connected and found answers on the questions in the Introduction. Of course, two years for an extremely objective assessment of the activities of the channel is not enough but at the same time we can see that the channel has the strong plans and clear policy for future. O nly timewill be able to show whether Tina Kandelaki’s involvement was the right celebrity marketing tool. Literature.

http://smallbusiness.chron.com/three-characteristics-public-relations-campaign-24 956.html.

https://en.wikipedia.org/wiki/Match_TV.

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