Module 2

Celebrity Branding
 Celebrity Branding

• Celebrity Endorsement refers to a marketing strategy whose

purpose is to use one or multiple celebrities to advertise a
specific product or service. The primary goal, in this case, is to
reach a greater audience, represented by the celebrity's fan base.

• Celebrities promote everything from products to services and

even social causes.

• Celebrities have substantial social networks and people are

always interested in the trends and products that celebrities
endorse. Celebrity branding on social media has the potential to
reach more people than other traditional advertising methods.
 Essentials of celebrity endorsements

• Attractiveness of the celebrity

• Credibility of the celebrity
• Meaning transfer between the celebrity and the
brand.
• Oscar Pistorius contract was suspended by
Nike who was accused of murdering his
girlfriend in 2013.
 What Makes a Celebrity Endorsement Work

• Choose a partnership that makes sense.

• Be sure to never insult the product that’s being
endorsed.
• Lebron James partnered with Samsung in 2014
to promote the new Samsung Galaxy Note III.
 Brand equity
• Brand equity is the name given to the value of a
company’s brand. It’s a measure of overall consumer
perceptions of any brand. Those perceptions get shaped
by the customer experience that a brand offers. 

• If consumers get treated well, they’ll develop favorable

perceptions of a company. Thus, positive brand equity
gets generated. Poor customer experiences, meanwhile,
create unfavorable opinions of a business. That’s when
negative brand equity results. And once it has, it can be
tough to turn around.