Talk:Celebrity branding

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Wiki Education Foundation-supported course assignment
This article was the subject of a Wiki Education Foundation-supported course assignment, between 9 September 2020 and 18 December 2020. Further details are available on the course page. Student editor(s): Abell132. Peer reviewers: Sbang103.

Above undated message substituted from Template:Dashboard.wikiedu.org assignment by PrimeBOT (talk) 18:45, 17 January 2022 (UTC)

Wiki Education Foundation-supported course assignment
This article is or was the subject of a Wiki Education Foundation-supported course assignment. Further details are available on the course page. Student editor(s): Ly1072.

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Neologism
Looks like Neologism or a dictdef. Should be expanded and cleaned-up. James084 03:19, 18 February 2006 (UTC)

Removed much of article
I removed a large portion of this article which appeared to be pointless. It was links to wikipedia articles on various celebrities, and it claimed that these celebrities were examples of celebrity branding, but it gave no evidence of this. Who knows if they really were or not. Feel free to look at the history to see what this list was, if anyone wants to resurrect it and give evidence that the celebrities in question actually had something to do with celebrity branding. --Xyzzyplugh 13:38, 28 September 2006 (UTC)

Celebrity Branding
Celebrity Branding

Celebrity branding (also known as celebrity endorsement) is a form of marketing or advertising, where a brand pays a celebrity whom is influential to their target market in order to promote their brand/product and in hopes of staying relevant in this fast-paced world. This is done either online, on billboards, television, fliers, or at events in order to encourage the consumer to have a positive attitude towards their brand. Once this attitude is achieved the chances that the consumer will purchase their product increases. This technique of branding is a more contemporary one and has come about due to the shift in culture as social media has become a more prominent part of peoples everyday lives. Not only do brands want celebrities to get their brand name out there, “Celebrities rely on branding strategies to promote themselves, including merchandizing, licensing their name, launching their own product lines and endorsing products to increase their visibility” (Thomson, 2006, p. 104–119).

Social Media and its effects on marketing It was initially believed that social media would benefit companies in a way that makes it more convenient for them to directly communicate to consumers, but in fact, social media has made it more difficult to advertise to their target market than initially expected. “This is not how things were supposed to turn out. A decade ago most companies were heralding the arrival of a new golden age of branding. They hired creative agencies and armies of technologists to insert brands throughout the digital universe. Viral, Buzz, memes, stickiness and form factor became a lingua franca of branding. But dispite all the hoopia, such efforts have had very little payoff.” (Douglas, H., 2016, p. 42-50)

Social media has “united once-isolated communities into influential crowd-cultures… Their members produce their own content - so well that companies just can’t compete.” (Douglas, H., 2016, p.42-50) Though in a way, these crowd-cultures have made it easier for companies to choose a celebrity to endorse their brand, so that it will directly influence their target market. Take Shannon Harris or ‘Shaaanxo’ for example. She is a well known make up blogger from New Zealand; someone who has practically become an online celebrity from scratch thanks to the help of crowd-culture. A makeup company is able to send her some of their products, and she will try it out on her YouTube channel, which is followed by over one million make up fanatics from New Zealand as well as people from across the globe. Depending on her opinion on the product, the viewers will take that into consideration and from that, either feel as though they need to get that product, or possibly need to avoid it. Shannon Harris has built a strong rapport with her fans and therefore they have a lot of trust in her and what she has to say.

Types of Celebrity Branding

Celebrities are able to promote a product through a simple mention online, via Instagram, Facebook, Twitter or any other social media platform that they may have. One mention of the product and how it has benefited their life, and their followers will then feel as though this product has credibility because someone that they follow and trust online thinks that this product is good. Celebrities may feature in a television advertisement, or in a flier, magazine, promotional events and possible even on the packaging of some products. Once the celebrity is the brand endorser, they will most likely feature at all touch points just to reinforce the celebrity as the face of their brand.

Though many celebrities may have a lot of followers, “what these brands need is to be authentic. That's the challenge you have as a traditional marketer. When a brand looks to partner with a celebrity, audiences can immediately tell if the partnership is authentic or inauthentic.” (Roony, J., 2015, p. 20)

Authenticity Authenticity of a celebrity is determined by consumers and brands by first analysing factors such as rarity, stability, talent, discretion, originality, consistency, candidness and morality. It is these notions which determine the reputation of a celebrity to which the brand is able to decide whether or not the celebrity is authentic and genuinely displays the qualities in which they want their brand to be portrayed. If the brand decides on a celebrity, it is also these notions that the consumers use to then decide whether or not they will trust that particular celebrity and their opinion of the product.

Rarity: Rarity is an important factor to a celebrities’ authenticity, as their uniqueness really makes them stand out from the crowd. “Mick Jagger is a good example of a celebrity who exhibits rarity… His larger-than-life personality, distinctive facial features, and electrifying, yet eccentric, performance style make him stand out from most other rock stars ” (Moulard, J., et al, 2015, p. 174-186)In contrast, Paris Hilton for example has no particular talent in which made her famous, therefore has no special uniqueness to set her apart from other celebrities. Stability: Celebrities who are perceived to be stable, are the ones who avoid the negative limelight that inevitably comes along with being a star. A good example of a celebrity with stability is Oprah Winfrey. Her words and actions reflect each other, not to mention, her talk show, ‘Oprah’ lasted 25 years. Due to her stability, the audience sees her as an authentic celebrity as her words are genuine and a consumer can therefore trust that she is reliable. Talent: Celebrities are expected to possess a particular skill in order to show that they earned their fame. Consumers seem to have more respect for celebrities who have a special talent that they are good at. “In the qualitative study, one of the reasons Paris Hilton was perceived to be inauthentic is because most respondents believed she is only famous because her parents have money, and thus, she did not require any skills or talents to earn her celebrity status.” (Moulard, J., et al, 2015, p. 174-186) Discretion: Discretion is when a celebrity is inconspicuous, and you do not often hear about them on the news, celebrity television or gossip magazines unless it is to do with the celebrity’s professional ventures. “A celebrity that “does not try to draw attention to himself” and “doesn’t search for the spotlight” is perceived as authentic. Further, by remaining discrete, celebrities are able to control the information that is available on their image, thus, improving the perception of authenticity.” (Moulard, J., et al, 2015, p.174-186) Originality: Originality is a big factor in someone’s’ analysis of a celebrity’s authenticity, as people do not seem to like the idea of a celebrity following the crowd. The celebrity’s authenticity largely depends on their individualisation and style. People gravitate to others who are confident in themselves. Consistency: Consistency is when a celebrity’s personality and characteristics stay unchanged and they are always loyal to themselves. “For example, in the qualitative study (con- ducted before Michael Jackson’s death), Michael Jackson was considered one of the most inauthentic celebrities because he was viewed as being inconsistent. One respondent noted that he “tried to change everything about himself; you don’t know what is real”. (Moulard, J., et al, 2015, p. 174-186). Morality: Morality is when a celebrity is seen to have strong values and principles that they stay true to over time. Similar to the stability notion, these celebrities do not lose sight of what is and has always been important to them. This quality proves authenticity as the celebrity is not willing to change who they are for anyone, therefore also portraying originality and confidence in who they are as a person.

Risks As much as celebrity branding can have a positive effect on a brands name, it can also have the opposite effect on their reputation, not to mention that of the celebrity if the brand was to get into any trouble. As Moulard, j. et al. said, “not only does LeBron James’s brand influence perceptions of the Gatorade brand (which he endorses), but the Gatorade brand influences perceptions of the LeBron James brand. Additionally, transgressions by the celebrity can damage the celebrity brand, as well as the brand of the products or organizations the celebrity endorses” (2015, p.174-186) Therefore, as a company, when choosing a brand, they must be very cautious as to who they choose, as every move and decision they make will create the image of the company and their brand. When the company chooses their particular celebrity to endorse their company, they are putting an immense amount of trust in them, not to tarnish their reputation. Likewise, a celebrity’s decision to endorse a brand is huge, as they truly need to believe that the product is a good one. If they don’t believe this, there is a high chance that consumers don’t think that the brand is up to standard either, leading to the celebrity eventually loosing their credibility and once reputable name. Though the celebrity attracts the attention of consumers for brands, they need to be sure that having the celebrity present does not over shadow the brand and that the brand does and stands for. Occasionally the celebrity will overshadow the brand in the marketing or advertising venture; this is called “eclipsing”. Eclipsing can occur when an advertisement shows “a clear endorsement for the brand, but mostly contain personal information about the celebrity, information relevant to the celebrity but not the brand…no research to date examines the effect of eclipsing on consumer attitude towards endorsed brands” (Webster, J., 2014, p.1040) It is important for the company not to distract too much from the focus of the brand in any type of marketing or advertising venture.

Celebrity Branding and Marketing and Advertising Celebrity branding is a crucial part of advertising, as these celebrities help to bring the brand closer to their consumers by using someone who is influential or a role model to them. By using these celebrities, or opinion leaders as they are called in marketing and advertising, they really grasp the attention of their target audience and make their brand stand out from the clutter of other advertisements. Once the connection between the brand and the celebrity is made, that link will stay in the consumers’ mind, so that when they see the celebrity, they will think of the brand and vice versa. Some examples of where advertisements could be found are magazines, television, billboards, fliers, or social media. Also once advertisements have been made and put out to the public, the brand might like to reinforce their advertisements at touch points by having a celebrity appearance at promotional events or competitions.

Douglas, H., (March 2016) Branding in the Age of Social Media, Harvard Business Review, Vol 94 (3), p.     , Retrieved from http://eds.a.ebscohost.com.ezproxy.aut.ac.nz/eds/detail/detail?sid=f4174236-a38f-4e49-b886-1aeb27546d56%40sessionmgr4001&vid=0&hid=4105&bdata=JnNpdGU9ZWRzLWxpdmUmc2NvcGU9c2l0ZQ%3d%3d&preview=false#AN=113227919&db=bth Moulard, J., Garrity, C., Rice, D., (Feb 2015). What Makes A Human Brand Authentic? Psycology & Marketing, Vol. 32 (2), p. 174-186,10.1002/mar.20771 Roony, J., (2015) What One Direction and Donald Trump Can Teach CMO’s About The New Definition Of Celebrity Branding, Forbes, p.    , Retrieved from http://eds.a.ebscohost.com.ezproxy.aut.ac.nz/eds/detail/detail?sid=c2664456-baf2-46f4-8527-b85bb9cee401%40sessionmgr4002&vid=0&hid=4105&bdata=JnNpdGU9ZWRzLWxpdmUmc2NvcGU9c2l0ZQ%3d%3d&preview=false#db=bth&AN=111515230 Thomson, M., (Jul 2006) Human brands: Investigating antecedents to consumers’ strong attachments to celebrities. Journal of Marketing, vol.70 (3) p. 104–119, Retrieved from http://eds.a.ebscohost.com.ezproxy.aut.ac.nz/eds/pdfviewer/pdfviewer?sid=39ddd81e-51f3-462b-b845-94bc3a39d320%40sessionmgr4004&vid=1&hid=4105 Webster, J., Cynthia, M., Ilicic (Nov 2014) Eclipsing: When Celebrities Overshadow the Brand. Psychology & Marketing, vol. 31 (11) p. 1040, Retrieved from http://eds.a.ebscohost.com.ezproxy.aut.ac.nz/eds/pdfviewer/pdfviewer?sid=58b62aef-fb88-4529-b3d9-50e84a46672d%40sessionmgr4004&vid=1&hid=4105

This is a crazy long entry with a lot of "fluff". IMO should be shaved down quite a bit to make it more readable and easier to understand. — Preceding unsigned comment added by MannyDomo (talk • contribs) 18:01, 6 August 2016 (UTC)

When discussing history some info too general
In the references it does not follow a certain citation style in which the sources flow ; an example would be to put authors names and or articles in alphabetical order. In this case it will be easy for those wanted to referencing cited sources easier because they are more organized. --Alleiyat (talk) 18:11, 3 October 2016 (UTC)

Opinion Writing
This piece is written with bias when discussing how celebrity branding can be effective or useful, yet does not include any sources or research that show real statistics on the subject. I would like to find some real numbers or maybe ROI on how celebrity branding could be used or avoided by marketers. There is some fluff in this article that I would remove as well. Lythammari (talk) 19:49, 4 February 2018 (UTC)

Wiki Education assignment: Digital Cultures
— Assignment last updated by Siobhanr8 (talk) 16:19, 18 April 2024 (UTC)