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Celebrity Branding for Free Advertising

Celebrity branding uses the services of a celebrity to promote a product or service with the help of their fame and status in the society.

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Celebrity branding is, as you might imagine, a relatively modern advertising technique which uses the services of a celebrity to promote a product or service.  This advertising method makes use of a celebrity's fame and status in the society to make the product or service seem more attractive to the buyer.

Think of William Shatner and

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 possible 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, but even George Foreman's grill can be an example. Most top athletes, actors, singers and models are known to give their name to a certain brand or licensed products.

For example: Jennifer Lopez started her own line of clothing a while ago which features designer clothes personally designed by her.

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In today's electronic age, a customer's buying behavior is frequently, and strongly, influenced by the actions, recommendations, and choices of famous people. 

Marketing experts, using associative learning principles, initially analyze the lifestyles of celebrities to properly assign them to the brand or product which depicts them perfectly. Their apparent 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 (i.e. conditioned stimuli), extinction, overshadowing, belongingness, and association set size are the principles on the basis of which analysis is done such as the famous Miss World Aishwarya Rai of India who has very beautiful eyes. Due to preliminary analysis, she was chosen to campaign for an eye donation project.

Some celebrities are known for their distinct voice rather than appearance. This concept has led to the voice-over method in advertising. With these celebrities, merely using their voices attracts customers when used in a well designed commercial.

Today, over twenty percent of the advertising industry makes use of
celebrity endorsements.

It is common for a well-known celebrity 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 current 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 should not conflict with each other. The captain of England's soccer team, for example, 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 and a heavily bejeweled David Beckham was depicted.

If a celebrity isn not 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 glamorous looks as they won't require visual recognition and aids in the long-term negotiations. The celebrity logo generally portrays the style and attitude of the celebrity.

Millions of dollars are being invested by marketers to get the promotional support of super stars every year. Davie Brown Entertainment has been 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 taste but also design the advertisements featuring the celebrities.

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Celebrity Branding - Copyright 2012 by Donovan Baldwin
Page Updated 8:21 AM Sunday 12/9/2012