Celebrities and corporate brands.
Kate Moss/Rimmel
Laura Bates
PRESENTATION
RIMMEL
Rimmel has been running since the early 1800’s
“Rimmel’s experimental, no-set-rules beauty philosophy. “
And Rimmel’s affordable range of colourful, contemporary, high-quality products is designed to enable real women to do just that.
KATE MOSS PARTNERSHIP
“Inspirational yet accessible, her highly individual style and quirky glamour are rooted in the London street scene, and epitomise Rimmel’s experimental, no-set-rules beauty philosophy“ (http://products.rimmellondon.com/en/1/category.mxs?mkt=2&cat=eyes)
Kate Moss and Rimmel has evolved into one of beauty’s most potent partnerships, with the supermodel’s own hip, fashion-forward image complementing Rimmel’s cutting-edge cosmetics vision to create the definitive cool, streetwise London look.
Kate Moss has been made into a “household name” and is “ known for her image”(Lim;2005:22)
Brought her fame to Rimmel.
THE LONDON LOOK
"Beauty made in London is witty, edgy and streetwise. It’s about setting trends, not following them. It’s about experimentation and self-expression. In a word, it’s about having fun. And Rimmel’s affordable range of colourful, contemporary, high-quality products is designed to enable real women to do just that. Why have one identity when you can have as many as you like? With Rimmel, changing your look is as easy as hopping on the London Tube and switching from Soho to Camden, from Portobello to Notting Hill. "
Why?
Brand extension- New fan base, reinforcing existing ones.
When one thinks of a celebrity, those thoughts are carried on to the product.
Kate Moss is reaching her peak in the “super” model world. Advertising is a good second choice.
Thursday, 1 March 2007
"Studies have proved that celebrities endorsing a company or brand can greatly increase consumers' awareness of an advertisement, capture their attention and make the advert more memorable. Think of Jack Dee and John Smith’s Bitter, Linda Barker and DFS or George Foreman and his range of ‘Lean, Mean Grilling Machines’.
Additionally, when a celebrity endorses your company, it tells the consumer that the company is reputable, has good products or good customer service and is a sound company to deal with. Remember, the celebrity’s own image and reputation are at stake."
http://www.celebrityendorsements.co.uk/
Additionally, when a celebrity endorses your company, it tells the consumer that the company is reputable, has good products or good customer service and is a sound company to deal with. Remember, the celebrity’s own image and reputation are at stake."
http://www.celebrityendorsements.co.uk/
Wednesday, 28 February 2007
good book
When researching celebrities and their relationship with businesses and how they infact, become a brand themselves. I found one book particularly interesting, Idol to Icon, written by Gerrie Lim, The Creation of celebrity brands. It specifically talks about how celebrities become brands. It has many case studies of different celebrites, and is writen well.
I think it would be useful resource, if you are interested in this topic.
The book discusses the celebrity culture and asks the question " are we too obsessed with celebrities"?.It includes interveiws with people who work in different roles within the industry.
It gives a very good overall veiw of this topic.
I think it would be useful resource, if you are interested in this topic.
The book discusses the celebrity culture and asks the question " are we too obsessed with celebrities"?.It includes interveiws with people who work in different roles within the industry.
It gives a very good overall veiw of this topic.
celebrities as brands
We have already looked at celebrities endorsing different brands, and the benefits that this has for all parties involved.
But more and more these days, it is common to see the celebrities becoming a brand themselves.
An example of this Jennifer Lopez. She is no longer just a pop star and part time actress, but a brand in her own right.As Gerrie Lin mentions in the book Idol to Icon, shortly after the release of Lopez's album named "J_LO" the phrase became a "household word". Shortly after its release came the perfumes. Named with now infamous J-LO brand , it was a sure hit. Her existing fans obviously loved it, and newcomers who wanted a slice of the J-Lo pie.She has been credited with diverting attention away from the size 0 model, nad putting the spotlight on women with a fuller figure. This was mainy done by the huge media attention given to her bottom!
"J- LO is a logo, and " jenny from the block" has become a walking, talking, lifestyle elevating brand" (Lim:2005:19). Her fame and success is just one indication of how things in the music industry have changed. Stars are no longer confined to their field but now regularly swap roles and career directions.
They are now not merely looked upon as celbrites, but more as idols that should be worshipped. Every part of a celebrities life can be desireable to someone at some stage. And using the celebrity as a brand exploits these aspirations into a way of making money.
So we are not now looking at the relationship between celebrities and big business, but more looking at the celbrity as being a big business. Who benefits? Who loses out?
And what are the direct results of the new society we find ourselves in.
But more and more these days, it is common to see the celebrities becoming a brand themselves.
An example of this Jennifer Lopez. She is no longer just a pop star and part time actress, but a brand in her own right.As Gerrie Lin mentions in the book Idol to Icon, shortly after the release of Lopez's album named "J_LO" the phrase became a "household word". Shortly after its release came the perfumes. Named with now infamous J-LO brand , it was a sure hit. Her existing fans obviously loved it, and newcomers who wanted a slice of the J-Lo pie.She has been credited with diverting attention away from the size 0 model, nad putting the spotlight on women with a fuller figure. This was mainy done by the huge media attention given to her bottom!
"J- LO is a logo, and " jenny from the block" has become a walking, talking, lifestyle elevating brand" (Lim:2005:19). Her fame and success is just one indication of how things in the music industry have changed. Stars are no longer confined to their field but now regularly swap roles and career directions.
They are now not merely looked upon as celbrites, but more as idols that should be worshipped. Every part of a celebrities life can be desireable to someone at some stage. And using the celebrity as a brand exploits these aspirations into a way of making money.
So we are not now looking at the relationship between celebrities and big business, but more looking at the celbrity as being a big business. Who benefits? Who loses out?
And what are the direct results of the new society we find ourselves in.
Saturday, 24 February 2007
lucrative deals
Just one example of a lucrative business endorsement is that of "Gary Linekar, he was paid £1.5m for a five year contract with Walkers, and Charlotte Church recently became another crisps-crunching high earner, signing a £100,000 contract to star alongside him. " (http://education.independent.co.uk/magazines/article1204381.ece)
By putting their face in connection with a product, they are giving that product a new dimension, a personality. They give the consumer something to identify and relate to.
When choosing the celebrity to front your brand, one must be careful of what that celebrity brings to the brand. Because all they are famous for, the good and the bad, are automatically associated with whatever product they are advertising. For example Charlotte Church. Her association with Walkers makes very good business sense, among many things, she is known for her curvaceous figure. And in this age of the size 0 model, it is quite refreshing to see someone of normal size, who is till successful. This element of normality makes Charlotte Church a very realistic role model, some one that consumers can aspire to be like and could actually be like her in reality. the fact that she is shown to be eating and enjoying these crisps, makes them not a food product to feel guilty about buying but something to enjoy. She certainly appeals to the female market, just as Gary Linekar appeals to the male. A middle aged man, who is still famous even after his football career has long been over. Two very realistic celebrities, which both young and older, bring certain elements to Walkers not previously had by the brand.
"The relationship between the consumer and the brand, or more precisely the consumer's perception of that brand, is key to the brands acceptance"( Hawkinson/Cowking:1993:3).
This quote shows the importance of making the business or corporation look as good as possible, as their image is the main thing that sells their product.
It is not just about contracts however, there are also other ways to get celebrities to front your product.
The good old fashioned goodie bag is a guaranteed way to persuade celebrities nad other high profile people to wear/eat/drink your product. The bag consists of freebies, basically and Can usually be found at most award ceremonies, and high profile events. According to the guardian online, the Oscars in 2005 had goodie bags worth £78.000! The gifts include holidays, mini breaks, i pods, clothes, jewellery, food etc. "Really, it's a business transaction," Karen Wood, president of gift company Backstage Creations, said. "It's not that the companies feel celebrities can't afford it. They are the trendsetters and can make the difference for a product."(http://film.guardian.co.uk/oscars2005/story/0,15583,1425847,00.html)This demonstrates the thinking behind this gift giving which has now become a tradition. IT is not done out of the kindness of any ones hearts, it is carefully thought out , products are carefully picked, as are the celebrities. Its really a win win situation, the celebrities get the goodies and the manufacturers/corporations get the recognition of participating in such endeavours, and the chance to say that a celebrity owns or uses their product.
Gifts are given in the hope that the high profile person will be photographed with the companies product. One photograph on the cover of a magazine can prove to very lucrative. The celebrities end up endorsing the product without the manufacturer paying the endorsement fee.
By putting their face in connection with a product, they are giving that product a new dimension, a personality. They give the consumer something to identify and relate to.
When choosing the celebrity to front your brand, one must be careful of what that celebrity brings to the brand. Because all they are famous for, the good and the bad, are automatically associated with whatever product they are advertising. For example Charlotte Church. Her association with Walkers makes very good business sense, among many things, she is known for her curvaceous figure. And in this age of the size 0 model, it is quite refreshing to see someone of normal size, who is till successful. This element of normality makes Charlotte Church a very realistic role model, some one that consumers can aspire to be like and could actually be like her in reality. the fact that she is shown to be eating and enjoying these crisps, makes them not a food product to feel guilty about buying but something to enjoy. She certainly appeals to the female market, just as Gary Linekar appeals to the male. A middle aged man, who is still famous even after his football career has long been over. Two very realistic celebrities, which both young and older, bring certain elements to Walkers not previously had by the brand.
"The relationship between the consumer and the brand, or more precisely the consumer's perception of that brand, is key to the brands acceptance"( Hawkinson/Cowking:1993:3).
This quote shows the importance of making the business or corporation look as good as possible, as their image is the main thing that sells their product.
It is not just about contracts however, there are also other ways to get celebrities to front your product.
The good old fashioned goodie bag is a guaranteed way to persuade celebrities nad other high profile people to wear/eat/drink your product. The bag consists of freebies, basically and Can usually be found at most award ceremonies, and high profile events. According to the guardian online, the Oscars in 2005 had goodie bags worth £78.000! The gifts include holidays, mini breaks, i pods, clothes, jewellery, food etc. "Really, it's a business transaction," Karen Wood, president of gift company Backstage Creations, said. "It's not that the companies feel celebrities can't afford it. They are the trendsetters and can make the difference for a product."(http://film.guardian.co.uk/oscars2005/story/0,15583,1425847,00.html)This demonstrates the thinking behind this gift giving which has now become a tradition. IT is not done out of the kindness of any ones hearts, it is carefully thought out , products are carefully picked, as are the celebrities. Its really a win win situation, the celebrities get the goodies and the manufacturers/corporations get the recognition of participating in such endeavours, and the chance to say that a celebrity owns or uses their product.
Gifts are given in the hope that the high profile person will be photographed with the companies product. One photograph on the cover of a magazine can prove to very lucrative. The celebrities end up endorsing the product without the manufacturer paying the endorsement fee.
Celebrities and Big Business
For most of us living in the developed world, we cannot, it seems turn a corner without seeing a new celebrity endorsement.
The total saturation that we are seeing, was i beleive inevitable. With our growing fascination for celebrities and celebrity culture, we are becoming more and more aware of what celebrities can do for big businesses.
However, it is a process of give and take, for the time they give to endorse said businesses, the celebrities are heavily rewarded. Usually with million dollar contracts and free samples of the products they are putting their face to.
It is a very lucrative partnership, as both parties tend to come off very well. "Consumers response to celebrity endorsements in advertising, show that celebrities make advertisments believable."(Kamins et al:1989)
The total saturation that we are seeing, was i beleive inevitable. With our growing fascination for celebrities and celebrity culture, we are becoming more and more aware of what celebrities can do for big businesses.
However, it is a process of give and take, for the time they give to endorse said businesses, the celebrities are heavily rewarded. Usually with million dollar contracts and free samples of the products they are putting their face to.
It is a very lucrative partnership, as both parties tend to come off very well. "Consumers response to celebrity endorsements in advertising, show that celebrities make advertisments believable."(Kamins et al:1989)
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