According to business consultant Martin Roll, endorsement is a marketing channel for communicating a brand through a celebrity spokesperson. A communication channel is any means through which a company communicates its offerings to consumers. Celebrity endorsement is a promotional tool that boosts brand awareness. It is a way of enhancing credibility and gaining visibility for brands. Celebrities are well-known people and a celebrity endorsement can make a brand stand out. Many companies have successfully leveraged celebrity endorsements to result in increased business.