Celebrity Branding and Product Branding: Similarities and Differences

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Author’s Name:
Designation: Working with:

KISHOLOY ROY Asst. Professor Instt. Of Business Management, Kolkata



Author’s Biography in Brief: Kisholoy Roy is an Accredited Management Teacher (AMT) certified by AIMA, New Delhi. He has over 10 years of professional experience including stints in the industry, research and academics. His teaching and research domains include marketing, branding, retail and advertising.


Celebrity Branding and Product Branding: Similarities and Differences

Abstract The term celebrity branding is often confused with a similar sounding and decipherable term called celebrity endorsement. While in case of the later, celebrities from various professional domains are
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Branding is a tool to manage a specific thought. We need to ensure that a ‘name’ when it is seen, spoken, read, scented, felt evokes one ‘thought’ only.” Just as corporate brands, celebrity brands should make it a point to constantly be in news and maintain a consistent image. Any inconsistency of image or lack of media exposure can often lead to a loss of recall value for a celebrity. A carefully orchestrated creation of a celebrity brand ensures that the brand garners top of the mind recall among the target audience and thus seek greater brand worth (Exhibit-II).


Exhibit-II The Recall Value Pyramid of a Brand

Source: http://www.esnips.com/doc/e7785ce5-759a-4336-a570-e4a593b61a4d/BrandManagement

Another similarity that has been observed between corporate brands and celebrity brands is that like the former, the later go for brand extensions too. Thus when David Beckham or Jennifer Lopez lend their names to fragrances, they extend their brand names to domains unrelated to their profession. In Indian context, examples of Amitabh Bachchan and SRK’s appearance on television as anchors of the reality show Kaun Banega Crorepati or SRK’s owning and endorsing Kolkata Knight Riders (an IPL franchise) can be cited. This form of extending a celebrity brand name is often referred to as “positioning by association”. There are two distinct advantages of such celebrity brand extensions. First of all, it opens up an additional revenue stream for
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