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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 Priceline.com
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 ofcelebrity 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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