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[quantify] 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 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.[2]

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[citation needed] 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.[citation needed] Cyberlebrities often[quantify] use the Internet as a resource to follow celebrity-branding trends.


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