Essay on What are Celebrity Brands?

This bond that is created between the viewer and a celebrity helps understand the effectiveness that endorsements have where marketers have failed. The celebrity builds character in the eyes of the public and that character carries on into the product he is endorsing, and even though a part of the persuasion has to exist in the product itself, but a celebrity uses his status and the character he has built to gain credibility and likeability among the target audience. This character the celebrity transfers to the product is known as the “meaning “(2). The transfer of the meaning to the product goes through three stages. The first stage is in finding the celebrity with the desired meaning that they want to carry to the product this requires casting from the wide world of celebrity endorsers. The second stage is choosing which celebrity embodies the meaning the marketing campaign requires for the product, this stage is subject to expense restraints and availability. After deciding on an endorser stage three is the most complicated stage as in this step the endorser has to be able to transfer that meaning into the product, they have to make this meaning “available to the consumer in a material form”(2), this stage allows the consumer to accept the meaning they are given and accept the product and you use is a tool to build their own character. These three steps not only

The literature on Akhtar et al. (2016) has highlighted celebrities have the greater effect on customer purchase intention through celebrity endorsement and sponsorship. More specifically, companies chose celebrity endorsement and celebrity sponsorship as their marketing strategy also shown an increase in sales reports on both products and services (Akhtar et al., 2016).The literature on Akhtar et al. (2016) has highlighted celebrities have the greater effect on customer purchase intention through celebrity endorsement and sponsorship. More specifically, companies chose celebrity endorsement and celebrity sponsorship as their marketing strategy also shown an increase in sales reports on both products and services (Akhtar et al., 2016).The literature

It is known to be true that the best endorsements achieve a deriving ideas, style and taste between the product and the celebrity. Giving a brand an appearance is more than just a marketing strategy to increase sales; it is a decision that can change the outcome of the brand for the

People think “oh that product looks amazing, I want it” just because celebrities are in the advertisement, and it looks more credible. Consumers get influenced into buying products when the advertisement is amusing. Although that may be the case, it is up to the consumer to be responsible with what he/she is buying. Cover Girl’s Plumping Mascara commercial featuring Katy Perry does not get every girl persuade to buy it. Even though the commercial is great and looks like the product works really well, does not mean every person who sees the advertisement feels pressured into buying the product. Several men and women believe it is insulting to use celebrity advertisement to promote products and others think it is the buyer who has the responsibility of not getting suckered into buying everything he/she sees. Also advertisment is a way to promote products, celebrities should be allowed in

Use of celebrities in advertising is no new concept, companies have used celebrities to sell everything from cars, to moisturizer. Celebrities, due to our consumerist and media based society, are the ideal salespeople. (Wright, 2015) PETA’s campaign team understands that celebrity can help sell products and put a spin on that marketing technique by using celebrity endorsement in order to sell their ideals, and a vegetarian/vegan lifestyle. Celebrity endorsement can help companies and non-profit organizations such as PETA to gain public recognition, and to make a strong impression on viewers and consumers, so that they will remember the product, or in PETA’s case, consumers will remember the ideals and advocacy that the organization is promoting. (Fleck, Korchia, & Le Roy, 2012) It’s also apparent that a celebrities attractiveness has something to do with it as well. Fleck, Korchia, and Le Roy also state that “A celebrity spokesperson's physical attractiveness has a positive impact on brand recall, attitude toward the brand and purchasing intent”

The article suggests that money and exposure are key reasons for celebrities to tie their name to a large company that may not be healthy for children, for this reason; one questions the qualities of the celebrity. For example, one can question qualities of a famous athlete that endorses Sprite because soda leads to dehydration and athletes’ focus is often staying hydrated. Next, businesses use celebrities as a marketing strategy to gain attention for the product that the company wants endorsed. This causes the business to spend more money on more influential people leading to the assumption that celebrities are endorsing products that they do not actually use on a daily basis for money. After one is able to think critically about the logistics of the celebrity endorsing the product one can find that it is most likely about being paid or reaching a new

Celebrity endorsement is possibly the most successful form of advertising. The fact that a celebrity approves of a product is often enough for people to get on board. Advertisements create a false life or image. Chiat says in his article: “Advertising--including movies, TV, and music videos--presents to us a world that is not our world but rather a collection of images and ideas created for the purpose of selling” (Chiat 212) .There is no better way to sell a false life or idea than to have a celebrity sell it for you.

Beneficial of pay attention to market trends and to keep with local tastes. Celebrities appeal makes for exceptional advertising. And finally it pays to keep up with merging trends in the market.

Have you ever wondered what influences us to behave the way we do? Look a certain way? Or even looked for an explanation to what causes us to apply a certain perspective regarding personal and controversial issues? One of the answers to these questions may revolve around the influence we absorb from celebrities. A definitive term for celebrity is an iconic figure to a category or group who has achieved success in one or multiple aspects of their lives. As a result, these individuals have drawn in publicity and fame. Over the years with the advances in media and other forms of communication, celebrities have become topics of discussion worldwide, rather if it’s at school, with colleagues or at the dinner table, it is fair to say that

Celebrities and consumers alike have evolved thoroughly throughout the years, which has led to them overlapping quite exponentially. Personalities are interlinked majorly with consumers since without the other; the other would cease to exist. This is evident as celebrities livelihood relies completely upon the consumer culture of citizens, which is what makes them famous, and gives them that celebrity role. Whilst this is apparent, the links involve

These promote not only the products, but also the moods, attitudes, and a sense of what is and is not important. Mass media makes a possible impression of celebrity. However without movies, magazines, and news media to reach across people all over the world people could not become famous. In fact, only political and business leaders, as well as the few notorious outlaws,

Celebrity endorsements are one of the most famous methods of marketing used today. Celebrity endorsers are being used in about 25% of all the advertisements that we can see on the television. Marketers are investing large sums of money to have a contract with the celebrities as they believe that celebrities can affect the chances of success of a product. (Erica Weintraub Austina*, 2008) Kiakati

Celebrity endorsement is a billion dollar industries today (Kambitsis et al., 2002) with companies signing deals with celebrities hoping that they can help them stand out from the clutter and give them a unique and relevant position in the mind of the consumer. According to Solomon (2002), the reasons for using celebrity endorsement involves its potential to create awareness, positive feelings towards their advertising and brand. Research has shown that celebrity endorsement can have an impact on the consumer’s attention, recall, evaluations and purchase intentions (Atkin and Block, 1993), Celebrity endorsement is a widely used tactic in marketing and much research

Furthermore there are other researches as well which suggest that the approach of using a celebrity to endorse a product can not be viewed as a general practice of using any celebrity for any product endorsement. Pornpitakpan (2003), while discussing match-up hypothesis, describes the results of a study by Erdogen et al (2001) which suggests that "British advertising agency managers considered various criteria like celebrity- target audience match, celebrity-product match, overall image of the celebrity, cost of hiring the celebrity, celebrity trustworthiness, controversy risk, celebrity familiarity, celebrity prior endorsements, celebrity likeability, risk of celebrity overshadowing the brands, celebrity expertise, celebrity profession and celebrity physical attractiveness". A match between the target market and the endorser is important for effectively transmitting right message to target audience. For example, the advertisements which are produced by Pepsi, are mostly targeted for youths and so the celebrity endorsers that they use in their advertisements are young personalities. The match up hypothesis goes true for the multiple celebrity advertising as well. A good example of this is the Pulse Polio campaign taken up in India to eradicate the polio

Celebrities consult with marketing agents who uses three strategy efforts for personal branding. First, the pure selling approach where “an agent presents a client’s qualifications to potential buyers until he or she finds one who is willing to act as an intermediary” (Solomon, Marshall, & Stuart, 2016). Second, the product improvement approach where “an agent works with the client to modify certain characteristics that will increase his or her market value” (Solomon, Marshall, & Stuart, 2016). And third, the market fulfillment approach where “an agent scans the market to identify unmet needs. After identifying a need, the agent then finds a person or group that meets a set of minimum qualifications and develops a new product” (Solomon, Marshall, & Stuart, 2016).