Celebrity branding is an advertising method that uses the services of a celebrity to promote a product or service with the help of their reputation and their status in society. This method has several approaches; It can involve a celebrity simply appearing in a commercial and celebrity can be signed to participate in promotional events. Another method is to start a range of products using their name as a brand. Perfume and garments are the most important product lines involving such promotion. All the main actors, singers and models are known to give their name to a certain brand or products under license. Jennifer Lopez started her own clothing line at the time where clothing scratched characteristics personally designed by it.
The customer buying behavior is greatly influenced by famous people. Marketing experts, using associative learning principles, analyzes the lifestyle of celebrities to assign to the mark which depicts the perfectly correctly. Their fashion sense, appeal, awareness, fame and public image are reviewed thoroughly to assign the right charity work or product. Size of the game of repetition, blocking, CS pre exposure, extinction, eclipsing, membership and association are the principles on the basis of that analysis is carried out as the famous Miss World Aishwarya Rai of the India which has very beautiful eyes was chosen for the campaign for eye donation project. Some of these celebrities are known for their distinct voice. This concept led to the dubbing method in advertising. Their voices merely attract customers when used in advertising.
Today, almost 20% of the advertising industry uses the celebrity endorsement. A celebrity is bound to endorse many products and brands with a time. Every time a different picture of the celebrity is projected to the public. The company must keep in mind the previous identity and play accordingly. Projecting a different person each time will sustain the interest of customers, but at the same time two identities shouldn't conflict with one another. England football captain David Beckham has approved several products. While advertising for Gillette, its flavour of headgear has been discussed and given bald look. In the campaign for the Police, his passion for fashion has been interpreted everywhere and strongly jewels David Beckham was represented.
If a celebrity is not comfortable with being pictured differently each time that he or it can create a graphic image or logo of their own that can be used each time that they advertise for a particular product. The logo can reflect the personality of the respective celebrity, as the police may be elegant if the celebrity is aware as Jennifer Lopez, who created a JLO logo, which is used to announce the fragrance and even clothing line of his own fashion. Another advantage of this approach is that the brand can be appealing to the crowds after the celebrity has lost its appearance because they require a visual recognition and AIDS in the negotiations in the long term. The celebrity logo carries the style and attitude.
Millions of dollars are invested by the specialists of marketing promotional support of super stars every year. Davie Brown Entertainment has an organization entirely devoted to the subject matter of the choice of a celebrity for a product. They not only judge a celebrity gauge affect brand affinity and consumer taste but also design the advertisements for the celebrities to include in it.
