Celebrity Branding

Celebrity branding is a method of advertising which utilizes the services of a celebrity to promote a product or service with the assistance of their fame and position in the society. This method has a lot of approaches; it may require a celebrity simply appearing in a commercial and the celebrity can be signed for going to events for promotion. A different way is to start a product line utilizing their name as a brand.

Perfume and garments are the most prominentlines regarding such a promotion. All the top actors, singers and models are known to grant their name to a certain brand or authorized products. Jennifer Lopez started her own line of clothing a while ago which boasts designer clothes personally designed by her.

A client's purchasing behavior is tremendously influenced by famous people. Marketing experts, utilizing associative learning principles, studies the lifestyle of the celebrities to properly assign them to the brand which describes them perfectly. Their fashion sense, appeal, awareness, fame and public image are critiqued 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 acted like the noted Miss World Aishwarya Rai of India who has very beautiful eyes was chosen to campaign for eye contribution project. Some of the celebrities are identified for their distinct voice. This concept led to the voice-over technique in advertising. Their voices merely draw clientswhile used in a commercial.

Nowadays, almost twenty percent of the advertising industry uses celebrity endorsement. A celebrity is destined to endorse many products and brands over a course of time. Each time another image of the celebrity is being cast to the public. The company had better keep in mind the old identity and act accordingly. Casting another person every time will hold the interest of the customers, but at the same time the two identities shouldn’t infringe with one another.

The captain of England soccer team David Beckham has supported several products. When advertising for Gillette, his taste for hairstyles was formed and he was given a bald look. While campaigning for Police his passion for fashion was pictured everywhere and to a great extent jeweled David Beckham was depicted.

Whenever a celebrity isn’t comfortable with being depicted otherwise each time he or she can create a graphic image or logo of their own which can be exploited each time they advertise for a specific product. The logo can reflect the personality of the individual celebrity, like the font can be fashionable if the celebrity is fashion aware like Jennifer Lopez who created a logo of JLO, which is used to publicise perfume and even clothing line of her own.

A different advantage in this approach is that the brand can still be attention-getting to the herds even after the celebrity has lost his or her looks as they won’t require visual recognition and assists in the long-term negotiations. The celebrity logo itself carries the style and attitude. Millions of dollars are being invested by venders to gain the promotional backing of super stars yearly.

Davie Brown Entertainment has an agency entirely devoted to the role of selecting a celebrity for a product. They not only judge a celebrity’s quality to affect brand chemical attraction and consumer’s taste but also design the advertisements for the celebrities to feature in it.