World Library  
Flag as Inappropriate
Email this Article

Celebrity branding

Article Id: WHEBN0003740888
Reproduction Date:

Title: Celebrity branding  
Author: World Heritage Encyclopedia
Language: English
Subject: Celebrity, Beats Electronics, Nicole Raidman, George Barrie, Judy Ann Santos
Collection: Advertising Techniques, Brand Management, Brands, Celebrity, Marketing Techniques
Publisher: World Heritage Encyclopedia

Celebrity branding

In 2001, actress Anna Friel and her partner David Thewlis, who posed for fashion photographer Henry Bond, were reportedly paid £50,000 to appear in Mulberry's 2001 autumn/winter campaign.[1]

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.


  • Usage 1
  • See also 2
  • References 3
  • Further reading 4


Actress and model Lin Chi-ling at the LG New Chocolate Phone launching event for the BL40, 2009, Hong Kong

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 funher 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 sports 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.[2]

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. An example of such an advertising campaign is Sean Connery's voice-over for Level 3 Communications.

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.

However, in some cases the celebrity did not give permission to be associated with the brand and was wrongly attributed to the brand. For example, on July 23, 2008, Taco Bell launched their "Why Pay More?" campaign and used 50 Cent's name and trademark as a way to endorse their low-cost menus.[3] 50 Cent was unaware of this endorsement and therefore sought out legal action. He filed a lawsuit against Taco Bell and sued for $4 million.[3] He won the case.

See also


  1. ^ "Friel the Heat". Vogue News UK. British Vogue. Retrieved 28 February 2015. 
  2. ^ FMCG Ireland
  3. ^ a b Reid, Shaheem. "50 Cent Sues Taco Bell". MTV News. MTV. Retrieved 9 February 2015. 

Further reading

  • Hamish Pringle (John Wiley & Sons, 8 April 2004) Celebrity Sells, ISBN 0-470-86850-3.
  • Gerrie Lim (Cyan Books, 1 September 2005) Idol to Icon: The Creation of Celebrity Brands, ISBN 1904879187 and ISBN 978-1904879183.
  • Jessica Evans, David Hesmondhalgh (Open University Press, 31 July 2005) Understanding Media: Inside Celebrity (Understanding Media), ISBN 0335218806 and ISBN 978-0335218806.
This article was sourced from Creative Commons Attribution-ShareAlike License; additional terms may apply. World Heritage Encyclopedia content is assembled from numerous content providers, Open Access Publishing, and in compliance with The Fair Access to Science and Technology Research Act (FASTR), Wikimedia Foundation, Inc., Public Library of Science, The Encyclopedia of Life, Open Book Publishers (OBP), PubMed, U.S. National Library of Medicine, National Center for Biotechnology Information, U.S. National Library of Medicine, National Institutes of Health (NIH), U.S. Department of Health & Human Services, and, which sources content from all federal, state, local, tribal, and territorial government publication portals (.gov, .mil, .edu). Funding for and content contributors is made possible from the U.S. Congress, E-Government Act of 2002.
Crowd sourced content that is contributed to World Heritage Encyclopedia is peer reviewed and edited by our editorial staff to ensure quality scholarly research articles.
By using this site, you agree to the Terms of Use and Privacy Policy. World Heritage Encyclopedia™ is a registered trademark of the World Public Library Association, a non-profit organization.

Copyright © World Library Foundation. All rights reserved. eBooks from Project Gutenberg are sponsored by the World Library Foundation,
a 501c(4) Member's Support Non-Profit Organization, and is NOT affiliated with any governmental agency or department.