michele campanaro dominik eichler maria sycheva. index introduction what is a celebrity brand? ...
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Introduction “Brands endorsed by celebrities are a source of symbolic brand meaning.” (Escalas, J.E., Bettman, J.R., 2009) Self-concept (Levy 1959) Image boosting (Buttle, Raymond, and Danziger 2000) Image creation “Juxtaposing brands and organisations with endorser qualities such as attractiveness, likeability and trustworthiness” (Erdogan, B.Z., 1999)TRANSCRIPT
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CELEBRITY BRANDING
Michele CampanaroDominik EichlerMaria Sycheva
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Index Introduction – What is a celebrity brand?
Build a celebrity brand
Use a celebrity brand
Grow a celebrity brand
Conclusion
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Introduction “Brands endorsed by celebrities are a source
of symbolic brand meaning.” (Escalas, J.E., Bettman, J.R., 2009)
Self-concept (Levy 1959)
Image boosting (Buttle, Raymond, and Danziger 2000)
Image creation “Juxtaposing brands and organisations with
endorser qualities such as attractiveness, likeability and trustworthiness” (Erdogan, B.Z., 1999)
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Building a celebrity brand (I) "Ubiquitous feature of modern
marketing” (McCracken, 1989)
Meaning transfer:
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Building a celebrity brand (II) Meaning is resident in the culturally
constituted world Moved to consumer goods Moved into the life of a consumer
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Building a celebrity brand (III)
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Building a celebrity brand (IV) Process: Identify cultural meanings intended for the product Survey for objects, persons, and contexts that already contain and give voice to these meanings Consumer: Association between elements and product
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Using a celebrity brand (I)
(Erdogan, B.Z., 1999)
(Erdogan, B.Z., 1999)
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Using a celebrity brand (II)
Strategy: Consitency, Differentiation, Effectiveness BUT LACK OF
UNDERSTANDING
Meaning Transfer
Attractiveness
Credibility
Based on McCracken (1989) and Erdogan (1999)
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Using a celebrity brand (III) Self-endorsement
Direct endorsement
Indirect endorsement
Hybrid
Association levels
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Growing a celebrity brand (I)Many variables may influence the growth of brands
Companies who want to grow around their “point of difference”, have to make the brand available to as many consumers as possible
In order to build a clear connection between costumers needs and tastes and a celebrity brand: How? Public Figure of celebrity What? Behaviours
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Growing a celebrity brand (II) Public figure Brand’s mean of communication Celebrity Mutual recognition Brand The brand’s and celebrity’s appeals grow
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Growing a celebrity brand (III) Behaviours Every company is a “values’ bearer” Behaviours of celebrity should mirror these
What consumers think about a celebrity tells compelling things about the brand.
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Conclusion Symbolism
Cultural aspects
Multi-facetted
Clear connection
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THANK YOU VERY MUCH FOR YOUR ATTENTION!
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Sources (I) Escalas, J. E., & Bettman, J. R. (2009).
Connecting with celebrities: Celebrity endorsement, brand meaning, and self-brand connections. Journal of Marketing Research.
Levy, Sidney J. (1959), “Symbols for Sale,” Harvard Business Review, 37 (July-August), 117- 24
Buttle, Heather, Jane E. Rayone, and Shai Danzinger (2000), “Do Famous Faces Capture Attention?” Advances in Consumer Research, 27, 245.
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Sources (II) Grant McCracken: "Who is the Celebrity
Endorser? Cultural Foundations of the Endorsement Process”, Journal of Consumer Research, Vol. 16, No. 3 (Dec., 1989), pp. 310-321
B. Zafer Erdogan (1999) Celebrity Endorsement: A Literature Review, Journal of Marketing Management, 15:4, 291-314
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Sources (III) Helen Fearn (2010) : ”Growing a Strong
Brand: Defining your meaningful point of difference”. MillwardBrown, Journal of Marketing Research.