Celebrity branding is a type of branding or advertising in which a celebrity becomes a brand ambassador and uses his or her status in society to promote or endorse a product, service or charity.
The use of a celebrity or of a sports professional can have a huge impact on a brand. For example, sales of Nike golf apparel and footwear doubled after Tiger Woods was signed up on a sponsorship deal.
Celebrity branding is a global phenomenon and it assumes paramount importance in countries like India, where the public may treat celebrities as virtual demi-gods. There is a certain correlation between successful celebrity branding and brand endorsements. More recently, advertisers have begun attempting to quantify and qualify the use of celebrities in their marketing campaigns by evaluating their awareness, appeal, and relevance to a brand’s image and the celebrity’s influence on consumer buying behavior.
A mere five hours after Miraval debuted on-line, all 6,000 bottles had sold out. And so, if celebrities are now choosing alcohol as their label of choice, perhaps wine is the new shoe flavor of the week…
Celebrity branding can take several different forms, from the appearance of a celebrity in advertisements for a product, service or charity, to a celebrity attending PR events, creating his or her own line of products or services, or fund her name as a brand. The most popular forms of celebrity brand lines are for clothing and fragrances. Some singers, models and film stars have at least one licensed product or service which bears their name.
Beyonce’s Pepsi Deal
Not much more than a year and a half after working with Michelle Obama’s anti-obesity campaign Let’s Move, Beyonce has recently signed a $50 million deal with Pepsi, which already includes her parading around pantsless pushing a cart of soda cans.
Celebrities also provide voice-overs for advertising. Some celebrities have distinct voices which are recognizable even when faces are not visible on a screen. This is a more subtle way to add celebrity branding to a product or service. An example of such an advertising campaign is Sean Connery’s voice-over for Level 3 Communications.
The value of celebrity endorsements
The nature of celebrity endorsements is changing, and high-profile celebrities are no longer out of reach for small companies, says Evan Morgenstein, chief executive of US-based firm Celeb Experts.
With offices in Los Angeles and New York, his company specializes in matching businesses with celebrities. He says that if an endorsement deal is done correctly, it can have a huge impact on sales.
“The world we live in now is about influencers, and that’s all a celebrity really is,” says Mr Morgenstein.
Iastra Enhances Customer Engagement With the Power of Entertainment
Companies today are all trying to make a big impact and create significant ROI with their marketing and brand campaigns. One strategy to achieve this is by utilizing high profile celebrities and athletes. At Iastra, we help well-known brands partner with celebrities. From start to finish, Iastra assists in all facets of the celebrity procurement process from information sourcing, strategy, negotiation, and execution.
Our celebrity booking services are tailored to meet your unique needs. At Iastra, we leverage our extensive entertainment network to make the celebrity procurement process seamless and aligned to your objectives.
Iastra works with Fortune 1000 companies looking to increase engagement, the ROI of their marketing dollars, and purchase behavior of their best customers. We also work with lifestyle brands of all sizes where entertainment is a natural catalyst to fuel their growth, as well as charities looking to create unique events and fundraising campaigns for their existing and prospective supporters.
We help brands get results from their marketing investments
Our experience, expertise and vast entertainment network delivers desired celebrity booking at a value others can’t provide. With Iastra, our expertise in procurement for celebrity marketing programs will give you the edge you need. Contact us to learn how Iastra Broadcasting can help your company leverage the power of entertainment.
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