Celebrity branding is a type of advertising in which a famous personality endorses a product or service. While many in the industry believe that celebrities can build brands, some consider celebrity branding a misuse of millions of dollars. Whether celebrities create credibility for companies or risk the identity of brands is a concern that has baffled advertisers and ad agencies for decades.

	+ Enlarge
	Did you know that 20% of ads in the U.S. now feature celebrities?

In the absence of measures to quantify the quality and utility of ad campaigns, celebrity branding has thrived. Initially, celebrities sensed a stigma associated with the practice that no longer exists today. In fact, around 20% of ads in the U.S. now feature celebrities.

Money and exposure may be the major reasons for celebrities' newfound love of endorsements. It makes sense for us to examine celebrity branding more closely so that we can use it more judiciously.

Types of Celebrity Endorsements

Celebrity branding has many aspects. A subtle change in the type of branding used can result in either a great success or a dismal failure. Celebrity branding falls into five general categories:

• Testimonial: The celebrity acts as a spokesperson for the brand.
  
  
• Imported: The celebrity performs a role known to the audience.
  
  
• Invented: The celebrity plays a new, original role.
  
  
• Observer: The celebrity assumes the role of an observer commenting on the brand.
  
  
• Harnessed: The celebrity's image is integrated with the ad's storyline.

How Do I Find the Right Celebrity?

Anyone who is famous may be the right celebrity. However, the appropriateness of the celebrity largely depends on the product or service. Most advertisers insist that their celebrity spokespeople have charisma and current popularity. That is why we see more movie and television stars, athletes, real-life heroes, and musicians acting as brand ambassadors in the market.

Some celebrities may have great market value but fail to perform well for the brand. The more intense the celebrity's involvement in the campaign, the more value he or she adds to the promotion. Celebrities often attend all events associated with the brand, including its launch party, fairs, and expositions. They are featured in ad campaigns, recommend the brand in conferences and interviews, and function as moderators at trade shows.

Selection of the right celebrity is crucial. The needs of the brand—rather than the fame of the celebrity—should be the primary criteria when selecting a celebrity spokesperson. The celebrity's physical attractiveness, values, and credibility also matter tremendously. However, it would be suicidal to forget about the target audience. The audience that loves Tiger Woods will not be as impressed by Paris Hilton.

Benefits of Celebrity Branding

If used properly, celebrity branding can

• raise awareness of the brand.
  
  
• define or refresh perceptions of the brand.
  
  
• add a new dimension to the brand's image.
  
  
• attract a new audience.
  
  
• build consumers' trust in the brand.
  
  
• increase media coverage.
  
  
• mobilize public opinion about the brand.
  
  
• position the brand.
  
  
• revitalize a long-running campaign.
  
  
• breathe new life into a failed brand.

On the net:

Mapping Celebrity Endorsements
brandnoise.typepad.com/brand_noise/2004/08/mapping_celebri.html

The Value of Celebrity Endorsement
www.celebrity-motivational-speakers.com/celebrity_endorsement.htm

Celebrity Endorsements Less Effective for Many Products
www.innovations-report.com/html/reports/economy_finances/report-79659.html

Show Everyone What You Are Capable Of: Take Action and Investigate Jobs on 50,000+ Websites Instantly

Get immediate results in your job search: Discover advertising jobs from over 50,000 websites on AdvertisingCrossing. It is not logical for you to be confined to advertising jobs on one website when you can have the exciting experience of searching over 50,000 websites at once. As a highly observant, fast paced and energetic person, you are resourceful and know that it is problematic that jobs are scattered on the websites of tens of thousands of companies, organizations and other job boards. By putting this tremendous variety of jobs in one place, we give you flexibility, and empower you to find the job of your choice. Our good-natured approach is one where we do not accept any money from advertisers for job postings; this allows us to provide you with unbiased research about every job opening. You are going to love the variety on our "advertising jobs only" site, the new people you will meet and the fun you will have as a result of taking the initiative and using us.

Tell us where to send your access instructions: Your Email: