Celebrity branding

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Mulberry A/W 2001, Henry Bond's photograph depicts actors Anna Friel with David Thewlis. The couple were reported to have been paid £50,000 to appear in the campaign.[1]

Celebrity branding is a type of branding, or advertising, in which a celebrity becomes a brand ambassador and uses his or her status in society to promote a product, service or charity, and sometimes also appears as a promotional model.

History of usage[edit]

Actress and model Lin Chi-ling at the LG New Chocolate Phone launching event for the BL40, 2009, Hong Kong

Celebrity branding can take several different forms, from a celebrity simply appearing in advertisements for a product, service or charity, to a celebrity attending PR events, creating his or her own line of products or services, or using his or her name as a brand. The most popular forms of celebrity brand lines are for clothing and fragrances. Many singers, models and film stars now have at least one licensed product or service which bears their name.

Celebrities often provide voice-overs for advertising. Some celebrities have distinct voices which are recognizable even when they are not visible on-screen. This is a more subtle way to add celebrity branding to a product or service. An example of such an advertising campaign is Sean Connery's voice-over for Level 3 Communications.

The use of a celebrity or sports professional can have a huge impact on a brand. For example, sales of Nike golf apparel and footwear doubled after Tiger Woods was signed up on a sponsorship deal.[2]

More recently, advertisers have begun attempting to quantify and qualify the use of celebrities in their marketing campaigns by evaluating their awareness, appeal, and relevance to a brand's image and the celebrity's influence on consumer buying behavior.

Celebrity branding is a global phenomenon and it assumes paramount importance in countries like India, where celebrities are given the status of demi Gods by the masses. There is a certain correlation between successful celebrity branding and brand endorsements.

With the increased visibility of social networking celebrities are being created in new media daily. Cyberlebrities often use the internet as a resource to follow celebrity branding trends.

See also[edit]


Further reading[edit]