|This article needs additional citations for verification. (October 2009)|
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
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[quantify] singers, models and film stars now[update] 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 faces are not visible on a 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 of a 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.
More recently,[when?] advertisers have begun attempting to quantify and qualify the use of celebrities in their marketing campaigns by evaluating their[who?] 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 the public may treat celebrities as virtual demi-gods. There is a certain correlation[which?] between successful celebrity branding and brand endorsements.
With the increased visibility of social networking, celebrities are being created in new media daily. Cyberlebrities often[quantify] use the Internet as a resource to follow celebrity-branding trends.
- Influencer marketing
- Staunton chess set (1849), possibly the first product marketed through celebrity endorsement
- Hamish Pringle (John Wiley & Sons, 8 April 2004) Celebrity Sells, ISBN 0-470-86850-3.
- Gerrie Lim (Cyan Books, 1 September 2005) Idol to Icon: The Creation of Celebrity Brands, ISBN 1904879187 and ISBN 978-1904879183.
- Jessica Evans, David Hesmondhalgh (Open University Press, 31 July 2005) Understanding Media: Inside Celebrity (Understanding Media), ISBN 0335218806 and ISBN 978-0335218806.