|
Celebrity branding is a relatively
modern method of
advertising
which uses the services of a celebrity to promote a product or service.
This advertising method makes use of their fame and status in
the society. The method has
several approaches; it can involve a celebrity simply appearing in a
commercial and the celebrity can be signed for attending events for
promotion. Another method of celebrity promotion is to start a product
line using their name
as a brand. Perfume and garments are the largest product lines
involving such a promotion. All the top actors, singers and models are
known to give their name to a certain brand or licensed products.
Jennifer Lopez started her own line of clothing a while ago which
features designer clothes personally designed by her.
Click Here for your Free Traffic!
A
customer's buying
behavior today is often hugely
influenced by the actions and choices of famous people.
Marketing experts, using associative
learning principles, analyze the lifestyles
of celebrities to
properly assign them to the brand which depicts them perfectly. Their
fashion sense, appeal, awareness, fame and public image are reviewed
thoroughly to assign them the right charity work or product.
Repetition, blocking, CS pre-exposure, extinction, overshadowing,
belongingness, and association set size are the principles on the basis
of which analysis is done like the famous Miss World Aishwarya Rai
of
India who has very beautiful eyes was chosen to campaign for an eye
donation project. Some of the celebrities are known for their distinct
voice. This concept has led to the voice-over method in advertising.
Merely using their
voices attracts customers when used in a commercial.
Today, nearly
twenty percent of the advertising industry makes use of
celebrity endorsements.
A well-known celebrity is bound to
endorse many products
and brands over a course of time. Each time a different image of the
celebrity will be projected to the public. The company should keep in
mind the previous identity and play accordingly. Projecting a different
version of the
person every time will sustain the interest of the customers.
At
the same time the two identities shouldn’t conflict with each
other. The captain of England's soccer team, David Beckham, has
endorsed many products. While advertising for Gillette, his taste for
hairstyles was considered and he was given a bald look. When
campaigning for Police
his passion for fashion was portrayed all over
and heavily jeweled David Beckham was depicted.
If a celebrity isn’t comfortable with being pictured
differently each time he or she can create a graphic image or logo of
their own which can be used each time they advertise for a particular
product. The logo can reflect the personality of the respective
celebrity, like the font can be stylish if the celebrity is fashion
conscious like Jennifer
Lopez who created a logo of JLO, which is used
to advertise perfume and even clothing line of her own. Another
advantage in this approach is that the brand can still be appealing to
the crowds even after the celebrity has lost his or her looks as they
won’t require visual recognition and aids in the long-term
negotiations. The celebrity logo itself carries the style and attitude.
Millions of dollars are being invested by marketers to get the
promotional support of super stars every year. Davie Brown
Entertainment has an agency completely devoted to the
purpose of
choosing a celebrity for a product. They not only judge a
celebrity’s caliber to affect brand affinity and
consumer’s taste but also design the advertisements for the
celebrities to feature in it.
Free
Advertising Articles
|
