User:Racheljoffe/Celebrity branding

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ADDED: History (add to existing info in article): In the 1990s, the term diva was coined to describe a female musician known internationally. The branding of the term diva evolved into symbolizing an entrepreneurial spirit, tying into feminist empowerment ideology in this era. Confidence and boldness are common characteristics attributed to the branding of a diva. One of the most well-known "divas" today is Mariah Carey, who has been celebrated for many of her talents. Among these include singing, producing, and directing. Beyond the surface level, "diva-ness" came to describe the integration of different racial and sexual identities into American society. This represents a post-civil-rights nation which valued the melting-pot ideal. A powerhouse vocalist was seen as embodying the struggles of past racial oppression in the United States (source 4) ADD PHOTO OF MARIAH CAREY

ADDED: Brand Recognition (adding to current info in article): Within the past decade, the number of celebrity-owned beauty brands have grown. These brands are recognized due to its association with a well-known celebrity and gain popularity paralleling how favorable the attitudes towards the celebrity are. Examples include Selena Gomez's brand Rare Beauty which gained its popularity due to its marketing strategy focusing on using Gomez herself in digital and print ads. She also leverages social media to post makeup tutorial-type videos showcasing how she uses her beauty products for different occasions. This type of marketing relies on Gomez's favorable public image which builds the element of reliability, trust, and likability towards her brand. Once these are formed, some people move onto the stage of forming emotional bonds to the brand which then leads to strong brand loyalty.

ADDED: Brand alliance(adding to current info in article): A specific brand alliance strategy is co-branding, which takes advantage of sparking interest in the potential new customers of two brands and can take the form of joint advertising campaigns, cobranded products, bundling, and cause-brand alliances. Companies have the ability to enter new markets through cobranding's synergistic capabilities arising from the resources of the two companies. Related to co-branding is brand extension, which allow companies to achieve promotional economies of scale and bolster company image to current consumers. Co-branding and brand extension increase the value perception of the products or services offered by the central brand.

ADDED: Advantages: A celebrity endorser who likes and utilizes the product, and has some knowledge about it, is presumed to be more passionate about the product and would therefore promote the product in a believable way that consumers would find more persuasive. Someone who is perceived to have knowledge about a product or service is considered by marketers to have a power called compliance. Compliance occurs when the receiver of an ad wants to obtain the benefits shown in an ad due to strong advocation for a product. Having a seemingly trustworthy and reliable celebrity source creates a strong advocation that has the power to compel consumers to purchase from the promoted company.

ADDED: Disadvantages: The attention captured by a famous celebrity endorser has the ability to take away from the marketing company's main message. For this reason, companies must create a compelling message that maintain the audience's attention on the product or service being advertised. It is common for companies to choose a highly attractive celebrity with the belief that this implementation will create positive feelings and impressions for their company. However, there is always the risk that the celebrity's attractiveness will distract the viewer from the main message.

ADDED: Celebrity endorser criteria: (adding to current criteria in article)

ADDED: encoding and decoding: The marketer is a sender who encodes a message to give off to a targeted audience, the receivers. The encoding process is influenced by the company's communication objective, or what they want to achieve through a specific advertisement. "Decoding is the process of transforming the sender's message back into thought". This explains the reasoning again of why choosing the right celebrity to endorse a product is so crucial. It is important that the company can create the product also in relation to the celebrity as the celebrity is not only a spokesman/ face of the brand but they are also a consumer of the product. "Effective communication is more likely when there is some common ground between the two parties". Because consumers humanize brands the celebrity must fit with the brand. This highlights the importance of the match up between the celebrity's image and the brand's image. There is noise that occurs between the sender and receiver such as distraction from outside influence or a loss of Wifi that interrupts an ad. This noise can misalign the decoding from the encoding since the ad was not effectively interpreted or given the right amount of attention.
 * Q-Score: The appeal of a celebrity among those who know that celebrity is calculated using a q-score, which divides the percentage of participants that personally find a given celebrity favorable by the percentage of respondents who are aware of the celebrity's existence. A high Q-score indicates the celebrity having a high attractiveness by their audience. The average Q-score is around 18 for celebrity performers.

Multiplicity[edit]
There are many elements that make up a company such as people, products, services, places, and ideas. Each of these constituents have the ability to be branded, giving the company multiplicity. Celebrities are among the people a company can brand and they contribute to the image created in consumers' minds. This image influences the brand's meaning in consumer minds and can form a positive or a negative attitude. With the rise of technology, multiplicity will rise in the future with new ways to market different elements of a given company. Consumers will be more exposed to celebrity branding with the rise in digital technology use, making marketers needing to create more engaging ads that capture attention to maintain company success.

Heterogeneity[edit]
Heterogeneity explains the differences among society's diverse consumers. As members of younger generations increasingly gain access to technology like smartphones, they become a part of companies' target market, growing the audience of ad campaigns. In terms of celebrity endorsements, the choice of celebrity needs to encompass a wider age demographic while maintaining an element of personalization that resonates with a company's given target audience. When younger kids are targeted in an ad, a company tends to stay away from controversial celebrities who are known as having a bad influence or reputation.