CELEBRITY BRANDING

Michele CampanaroDominik EichlerMaria Sycheva

Index Introduction – What is a celebrity brand?

Build a celebrity brand

Use a celebrity brand

Grow a celebrity brand

Conclusion

Introduction “Brands endorsed by celebrities are a source

of symbolic brand meaning.” (Escalas, J.E., Bettman, J.R., 2009)

Self-concept (Levy 1959)

Image boosting (Buttle, Raymond, and Danziger 2000)

Image creation “Juxtaposing brands and organisations with

endorser qualities such as attractiveness, likeability and trustworthiness” (Erdogan, B.Z., 1999)

Building a celebrity brand (I) "Ubiquitous feature of modern

marketing” (McCracken, 1989)

Meaning transfer: 

Building a celebrity brand (II)  Meaning is resident in the culturally

constituted world Moved to consumer goods Moved into the life of a consumer

Building a celebrity brand (III)

Building a celebrity brand (IV) Process: Identify cultural meanings intended for the product Survey for objects, persons, and contexts that already contain and give voice to these meanings Consumer: Association between elements and product

Using a celebrity brand (I)

(Erdogan, B.Z., 1999)

(Erdogan, B.Z., 1999)

Using a celebrity brand (II)

Strategy: Consitency, Differentiation, Effectiveness BUT LACK OF

UNDERSTANDING

Meaning Transfer

Attractiveness

Credibility

Based on McCracken (1989) and Erdogan (1999)

Using a celebrity brand (III) Self-endorsement

Direct endorsement

Indirect endorsement

Hybrid

Association levels

Growing a celebrity brand (I)Many variables may influence the growth of brands

Companies who want to grow around their “point of difference”, have to make the brand available to as many consumers as possible

In order to build a clear connection between costumers needs and tastes and a celebrity brand: How? Public Figure of celebrity What? Behaviours

Growing a celebrity brand (II) Public figure Brand’s mean of communication Celebrity Mutual recognition Brand The brand’s and celebrity’s appeals grow

Growing a celebrity brand (III) Behaviours Every company is a “values’ bearer” Behaviours of celebrity should mirror these

What consumers think about a celebrity tells compelling things about the brand.

Conclusion Symbolism

Cultural aspects

Multi-facetted

Clear connection

THANK YOU VERY MUCH FOR YOUR ATTENTION!

Sources (I) Escalas, J. E., & Bettman, J. R. (2009).

Connecting with celebrities: Celebrity endorsement, brand meaning, and self-brand connections. Journal of Marketing Research.

Levy, Sidney J. (1959), “Symbols for Sale,” Harvard Business Review, 37 (July-August), 117- 24

Buttle, Heather, Jane E. Rayone, and Shai Danzinger (2000), “Do Famous Faces Capture Attention?” Advances in Consumer Research, 27, 245.

Sources (II) Grant McCracken: "Who is the Celebrity

Endorser? Cultural Foundations of the Endorsement Process”, Journal of Consumer Research, Vol. 16, No. 3 (Dec., 1989), pp. 310-321

B. Zafer Erdogan (1999) Celebrity Endorsement: A Literature Review, Journal of Marketing Management, 15:4, 291-314

Sources (III) Helen Fearn (2010) : ”Growing a Strong

Brand: Defining your meaningful point of difference”. MillwardBrown, Journal of Marketing Research.