Celebrity branding – capitalizing on a star’s popularity
One of the commonly seen ads today is called a Celebrity Branding ad. We see popular and talented artists endorsing various products in TV shows, programs, special events and advertisements. Branded clothes, perfumes, make-up, sports equipment and the like are doing well in the market. All these items bear the distinctive names of movie stars, models, actors and actresses such as Jennifer Lopez and others.
Customers have the flexibility to adapt to the products that are available in the market, especially if they are new. Moreover, if they come to know that the products are featured and endorsed by celebrities, they become eager and excited to buy them either for personal use or as a gift. Through further research and brand specialist research, they appoint top personalities who can represent a particular product based on various aspects such as their personality, profession, physical characteristics or even their capacity to effectively convey to consumers the true essence of the product or charity project. Miss India Aishwarya Rai, crowned Miss World, has stunning and expressive eyes and she effectively campaigned for a major eye donation event. The voice method of advertising involves celebrities with distinctive voices that captivate and attract more customers. Advertising is always full of creative ideas and strategies that really work.
At this point, almost 20% of advertisers use the celebrity-endorsed promotional method. Once a celebrity signs a contract with advertisers, many products and brands will definitely increase in the market. Product endorsers are experts in projecting the image of the product and company to the buying audience. Different products with a single popular endorser can even be effectively changed from one persona to another just to be able to relate the meaning and function of a particular product to the interested consumers. Many have actually done this like David Beckham endorsing Gillette and Passion.
Another method of celebrity advertising is through the use of celebrity logos or graphic images that can fully represent a well-known figure such as actors, models and others. Even simple initials like the logo of Jennifer Lopez’s fashion brand JLO. The JLO product brand allows various products associated with Jennifer Lopez to appear branded and highly valued due to Jennifer’s fame. Their popularity as well as their talent is enough to attract a large crowd of users even in their absence. Any product that will be represented by logos, initials and designs of superstars will in some way fulfill the advertising purpose.
Big names in the business industry do budget for a celebrity branding method when promoting their products and services. Nothing can make up for the customer load that will be magnetized by superstars. Popular and credible personalities can create business tycoons from a single product. One of the successful advertising agencies that have created an exclusive advertising company that focuses on celebrity endorsements is Davie Brown Entertainment. They handpicked celebrities to represent their products and designed advertisements that would relate to their chosen brand. Their firm strategy is proof that they are selective and meticulous when it comes to customer satisfaction. Customer satisfaction is an expression of business success.
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