- Celebrity branding
Celebrity branding is a type of
brand ing, oradvertising , in which acelebrity uses his or her status in society to promote a product, service or charity. Celebrity branding can take several different forms, from a celebrity simply appearing in advertisements for a product, service or charity, to a celebrity attending PR events, creating his or her own line of products or services, and/or using his or her name as a brand. The most popular forms of celebrity brand lines are for clothing and perfume. Most singers, models and film stars now have at least one licensed product or service which bears their name.Lately there has been a trend towards celebrity voice-overs in
advertising . Some celebrities have distinct voices which are recognizable even when they not present on-screen. This is a more subtle way to add celebrity branding to a product or service. And example of such an advertising campaign isSean Connery voice-over forLevel 3 Communications .More recently, advertisers have begun attempting to quantify and qualify the use of
celebrities in theirmarketing campaigns by evaluating their awareness, appeal, and relevance to a brand's image and the celebrity's influence onconsumer buying behavior.For example,
Omnicom agency Davie Brown Entertainment has created an independent index for brand marketers andadvertising agencies that determines a celebrity’s ability to influence brand affinity and consumer purchase intent. According to theWall Street Journal , theDavie-Brown Index (DBI) will "enable advertisers and ad-agency personnel to determine if a particular public figure will motivate consumers who see them in an ad to purchase the product advertised."References
*Alycia de Mesa, [http://www.brandchannel.com/features_effect.asp?pf_id=203 "Sell-lebrity: Products Get Star Treatment"] , brandchannel.com
*Leon Bailey Green, [http://www.leonbaileygreen.com/index.php/site/permalink/everyones_got_a_perfume_and_a_fashion_line_what_next_for_celebrity_brands/ "Everyone's got a perfume and a fashion line. What next for celebrity brands?"] , leonbaileygreen.com
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