Celebrity branding is a type of branding or advertising in which a celebrity becomes a brand ambassador and uses his or her status in society to promote or endorse a product, service or charity.
Celebrity branding can take several different forms, from the appearance of a celebrity in advertisements for a product, service or charity, to a celebrity attending PR events, creating his or her own line of products or services, or funder name as a brand. The most popular forms of celebrity brand lines are for clothing and fragrances. Some singers, models and film stars have at least one licensed product or service which bears their name. The use of a celebrity or of a sport professional can have a huge impact on a brand. For example, sales of Nike golf apparel and footwear doubled after Tiger Woods was signed up on a sponsorship deal.
Celebrities also provide voice-overs for advertising. Some celebrities have distinct voices which are recognizable even when faces are not visible on a screen. This is a more subtle way to add celebrity branding to a product or service.
Celebrity branding is a global phenomenon and it assumes paramount importance in countries like India, where the public may treat celebrities as virtual demi-gods. There is a certain correlation between successful celebrity branding and brand endorsements. More recently, advertisers have begun attempting to quantify and qualify the use of celebrities in their marketing campaigns by evaluating their awareness, appeal, and relevance to a brand's image and the celebrity's influence on consumer buying behavior.
Celebrity branding can take several different forms, from the appearance of a celebrity in advertisements for a product, service or charity, to a celebrity attending PR events, creating his or her own line of products or services, or funder name as a brand. The most popular forms of celebrity brand lines are for clothing and fragrances. Some singers, models and film stars have at least one licensed product or service which bears their name. The use of a celebrity or of a sport professional can have a huge impact on a brand. For example, sales of Nike golf apparel and footwear doubled after Tiger Woods was signed up on a sponsorship deal.
Celebrities also provide voice-overs for advertising. Some celebrities have distinct voices which are recognizable even when faces are not visible on a screen. This is a more subtle way to add celebrity branding to a product or service.
Celebrity branding is a global phenomenon and it assumes paramount importance in countries like India, where the public may treat celebrities as virtual demi-gods. There is a certain correlation between successful celebrity branding and brand endorsements. More recently, advertisers have begun attempting to quantify and qualify the use of celebrities in their marketing campaigns by evaluating their awareness, appeal, and relevance to a brand's image and the celebrity's influence on consumer buying behavior.