Charles Worth was one of the first to link a celebrity to his fashion house. For centuries they have been a very valuable marketing tool to luxury brands. But over the last ten years, celebrity advertisements have even doubled. Forms of this advertisement are paid or unpaid celebrities who casually wear or use the products, video clips, adverts in magazines,…
There's also been an increase in the use of celebrities in the brand message communication. Brands use the personality of celebrities to increase their credibility and to stand out against the competition. By linking celebrities to products, they transfer personality and status of the person as successful, wealthy, talented,.. to the brand. There are five rules to match the right person to a brand : Credibility, global appeal, personality, uniform power and constancy.
Anyhow, luxury brand managers keep constantly evaluating celebrities using often unclear criteria. Nowadays, celebs start to understand the importance of personal brand branding and extend to commercial branding. The list of celebrities who have ventured into fashion is endless.. Not to mention to list of celebrity perfumes..
Anyhow, luxury brand managers keep constantly evaluating celebrities using often unclear criteria. Nowadays, celebs start to understand the importance of personal brand branding and extend to commercial branding. The list of celebrities who have ventured into fashion is endless.. Not to mention to list of celebrity perfumes..
I find celebrity endorsement very useful and effective. On the other hand they they can become your most powerful enemy. For instance Jay-Z. He used to drink bottle after bottle of his favorite champagne brand Cristal. But after 'racist' comments of the managing director, "Jigga" immediately removed the champagne from all his night clubs and still boycots the brand.
In my opinion, finding the right celeb for a product isn't really about who scores best on all the criteria. Although there might be a mathematic formula and a lot of scientific research, luxury brand are going to pick a person who they like the most. Networking plays a far more crucial role in the selection of the person. It's about knowing the right people. But of course we can not underestimate criteria such as attitude, influence, appeal, ...
It's absolutely true that celebrities contribute to the popularity of a brand. When customers buy products from a brand that makes use of a celebrity in it's marketing campaigns, these customers are going to link themselfs to the personality of this celebrity. Brands go even further when they ask a celeb to design a whole new line of products. For exemple, a couple of years ago Kayne West designed a sneaker line for Louis Vuitton.
BeantwoordenVerwijderenI couldn't agree more with you on the fact that celebrity endorsement might be a very risky marketing strategie. As you gave the exemple of Jay-z, this could have an important effect on the company's profit. Because not only is networking important in finding the right celebrity for your brand it is also important to set up a boycott against a product. Furthermore the people selected for this type of endorsement are often very popular, because of the low influence on people else. So if a role model like Jay-z stopts drinking Cristal this could have a huge impact. Not only his fans but also the people in his environment could stop drinking Cristal aswell, either out of respect for Jay-Z or because they feel the same way. And a person like Jay-Z knows many people and organizes many events.
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