Posts Tagged ‘branding’
Celebrity branding is a method of advertising which uses the services of a celebrity to promote a product or service with the help of their fame and status in the society. 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. A customer’s buying behavior is hugely influenced by famous people. Marketing experts, using associative learning principles, analyzes the lifestyle of the 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. Some of the celebrities are known for their distinct voice. This concept led to the voice-over method in advertising. Today, nearly twenty percent of the advertising industry utilizes celebrity endorsement. A celebrity is bound to endorse many products and brands over a course of time. Each time a different image of the celebrity is being projected to the public. The captain of England soccer team David Beckham has endorsed many products. 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. The celebrity logo itself carries the style and attitude.
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.
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