Which celebrity has the strongest overall
brand? What makes the brand so strong and what are some of the ways that the
celebrity leverages her/his brand in the marketplace? Meanwhile, which
celebrity’s brand needs to be revamped and why? What are some of the current
problems with the brand? Limit: 7 responses
According to Christina Cauterucci, the celebrity that has the strongest overall brand is not Beyoncé, but Rihanna.
ReplyDelete“Beyoncé may beat out Rihanna when it comes to straight income, but according to a new report, Queen Ri is the more marketable celebrity” (Cauterucci, 1). Rihanna holds the most product endorsements because her fans thrive off her distinctive and unique tastes. The companies and people who Rihanna partners with are diverse and they vary.
“Rihanna has already inked major partnerships with Christian Dior, Puma, and Stance socks, and her Instagram feed is full of shout-outs that could be down-low endorsements outside Federal Trade Commission regulation” (Cauterucci, 1). According to Rihanna’s Instagram page, the star posted many public endorsements featuring Puma, Jeep, and other products. Rihanna endorses Puma but not Jeep.
“The singer’s (Rihanna’s) made no public endorsement of the car company (Jeep), but she did receive a Wrangler as a gift from Jay-Z in 2012 and drove one in her 2006 video for ‘We Ride’” (Cauterucci, 1). Even though Jeep does not have a celebrity endorsement with Rihanna, Jeep has seen its sales increase ever since Rihanna has shown support for the brand.
According to the NPD’s release, “BrandLink shows that Rihanna’s fans are much more likely to choose Jeep” (Cauterucci, 1). I believe the reason behind Rihanna’s fans wanting to purchase from Jeep is because they see Rihanna driving a Jeep in one of her music video and that Rihanna supports Jeep. This establishes a sort of mutual trust between the company and the celebrity—since fans trust, believe, and support Rihanna, they will put the same effort in for Jeep. I believe mutual trust is what makes Jeep and Puma strong. By posting the brands on her Instagram, Facebook, and other social media pages, Rihanna generates brand awareness.
Unlike Rihanna, the celebrity whose brand needs to be revamped is, in my opinion, Kendall Jenner. In early April 2017, Kendall Jenner starred in a Pepsi commercial. Jenner handed a Pepsi can over to a police officer to share during what Pepsi calls a peaceful protest. However, the audience took the peaceful protest the wrong way and did not take it lightheartedly.
“Pepsi, a brand that has sought to create culture, is now being mocked as tone-deaf and culturally unaware” (Schultz, 1). Putting Kendall Jenner as the head of the commercial did not make matters better. Since Jenner was the face of the commercial and had nothing to do with the commercial, she will be blamed.
A consumer psychologist and author, Kit Yarrow said, “Using a wealthy, white model with no history of civic concern to ‘save the day’… what?” (Schultz, 1). In reality, Jenner had nothing to do with the message of the campaign.
According to a source that’s familiar with the deal Kendall Jenner and Pepsi made together, “Even though she (Kendall Jenner) had nothing to do with the production and the message of the campaign, she will be blamed for this since she is the face” (Willis, 1). Since Jenner will continue to be blamed for the latest Pepsi commercial, her career may or may not be ruined.
The source said, “This is not a career breaker for her (Jenner)” (Willis, 1). In time, people will move on and forget that the commercial even happened.
Former President of Shea Food Consultants, Rick Shea predicts that in time, consumers will “move on very quickly an forget things as long as the news media does (Schultz, 1).”
References:
DeleteCauterucci, Christina. “Need a Celebrity Endorsement? Pick Rihanna Over Beyoncé.” 14, Jan. 2016.
Schultz, E.J. “After Kendall Jenner Ad Debacle, What’s Next for Pepsi?” 6, April 2017.
Willis, Jackie. “EXCLUSIVE: Kendall Jenner ‘Devastated’ Over Pulled Pepsi Ad Controversy – Is This a Career breaker?” 5, April 2017.
https://www.instagram.com/badgalriri/
ReplyDeleteCelebrities’ brand and image can make or break their reputation with their fans as well as in the industry. It is important for celebrities to be aware of what they are putting their name on, are endorsing, and especially of their actions because one wrong move and their image can be shattered. However there are many celebrities that have a strong overall brand one of them being Kim Kardashian.
Kim Kardashian along with her family have, “Made their name into a category,”(Hines 2016). The Kardashian’s recognize that many of there fans want to feel close to them or be like them because they see their lives played out on TV, in the news, and through their own social media accounts. This is why their name is category because their fans want to be like them. Therefore, if a product has Kardashian or Jenner tagged to it is an indication to fans that they can be on step closer to being like their favorite stars. Kim has a wide variety of products within her brand ranging from books, clothing, perfume, and apps. By having a wide range of products Kardashian has a very strong brand because she is hitting each niche market among her fan base and giving each fan a different piece of her and opportunity to be like her through different forms of products. One these products are her app game Kim Kardashian: Hollywood.
With many Kardashian fans wanting to be friends with Kim and the “life” with her she and the gaming company Glu creating this game where, “players create their own celebrity, befriend Kim and work their way onto the A-list,” (Robehmed 2016). This game was a big market gain for Kardashian because she was able to attract fans with the goal of being friends with and getting another chance to live her life and see what it is like. As well this game was huge market leverage for Kardashian because it allowed her to break into another industry, “I became really intrigued with the tech world…I realized this is going to be the next cycle of my career,” (Robehmed 2016). By expanding into the tech world Kardashian is widening her brand and market because she is reaching a new level of fans who like gaming, but still keeping her other fans as well.
Furthermore, Kim Kardashian’s brand is very strong because she has say, puts effort in, and is hands-on with her products. An example, of this is with her video game, “Kardashian also had overall editorial approval, spending a year finalizing clothing ideas and okaying each storyline in the game,” (Robehmed 2016). By Kardashian taking the time to finalize products and have input on her projects demonstrates he awareness of how important her brand is. As well it by having an active role in a product Kardashian is able to maintain a strong brand in the fact that she able to protect herself in case anyone were to claim that she didn’t have an active role in her products.
This active role also give Kardashian leverage within her various markets because it shows to companies and others within that market that she does the work and isn’t just putting her name on product because she is getting paid for it. It illustrates that she knows what fans want and is in touch with the ever-changing businesses.
DeleteAlthough some celebrities brands are strong and there are others whose aren’t such as Justin Bieber. Bieber started out as a popstar who appreciated his fans and so forth. However, within the past few years he has had, “ a DUI arrest, vandalism allegations,” (Aiello 2016). As well, have had many public and rude run-ins with fans the people who support him the most. Bieber’s brand needs to be revamped because although his music is doing well he is losing following of fans and traction at concerts because of his outburst with fans and is illegal drama. When Bieber was attempting to get back on track his manger Scooter Braun talked about his actions and how the roast was going to fix it, “you have to be transparent..and to do anything, but authentic PR is going to fail,” and “You’ve got make sure that when you rise, you’re not going to fall down again,” (Winfrey 2015). However, his manger didn’t stop or help him from falling down again especially when it came to his outburst at fans, in public, and at his concerts.
One way this image can be changed or revamped is by hiring a new managerial team for Bieber. He is celebrity that’s a manger and team that will not only help fix his PR mishaps, but will strongly place him on the straight and narrow to get his image and life back on track. He needs team like Britney Spears had after her mental breakdown. A team that he can trust and will have his best interest in mind.
When it comes to celebrities brand is all about being hands-on and having a good team to back up the missteps and celebrate in the achievements.
Works Cited
Aiello, McKenna. "How Justin Bieber Turned It All Around Before His 22nd Birthday." E! Online. E! News, 29 Feb. 2016. Web. 09 Apr. 2017.
Hines, Alice. "The Kardashians is Bigger and Weirder than You Think." The Outline. The Outline, 27 Dec. 2016. Web. 09 Apr. 2017.
Robehmed, Natalie. "Kim Kardashian West, Mobile Mogul: The Forbes Cover Story." Forbes. Forbes Magazine, 12 July 2016. Web. 09 Apr. 2017.
Winfrey, Graham. "Justin Bieber's Manager: Don't Make This Branding Mistake." Inc.com. Inc., 27 Mar. 2015. Web. 09 Apr. 2017.
The celebrity, or celebrities, that are the most valuable would unfortunately have to be the Kardashians. While despised by many, this famous family has managed to rake in millions for themselves over the years by capitalizing on the drama of their personal lives, their perceived “beauty,” and their association with current events, such as the Caitlin Jenner debacle and the constant drama of Kanye West/Lamar Odom.
ReplyDeleteMuch to my disdain, the Kardashians are one of the most powerful and influential families in Hollywood. Many people like to think that the family is only famous because of the sex tape that Kim made, but the family was actually prominent in Los Angeles in the 90’s when Robert Kardashian represented OJ Simpson. Rob and Kris were divorced shortly before the trial, but the children later became socialites in their own rite, and Kim was notorious for being spotted with Paris Hilton in the early 2000’s. The sex tape certainly propelled Kim to stardom—landing a television deal with E! network shortly after. The sheer absurdity/fantasy of the Kardashian lifestyle, coupled with its relatively high entertainment value, made for great television. Now in its 12th season, the show has many spinoffs, and has made all of its players millions of dollars over the last decade. The show acts as a promotional tool for the family, who routinely get paid for endorsements. They are able to bring up a brand or clothing item in the show (obviously scripted to me, but may appear more subtle to other viewers), and get paid a significant sum.
In media we talk about omni-channels. The Kardashians are masters of the omni-channel concept. They can promote themselves and other brands across multiple platforms including but not limited to, Instagram, twitter, television shows, apps, tabloids, and even commercials. It is sickening (and brilliant) that this family can control what their audience views the way they do. Even their retail store is a façade, “Brand dilution doesn’t exist in the Kardashian kingdom. As one former assistant manager at the Dash in New York told me, the trendy designer clothes that the boutique is best known for barely sell. What does? Tchotchkes. “People are buying candles and pens and T-shirts with ‘Dash’ on them,” said the employee (Hines).” Apparently, it is worth keeping expensive retail stores open for the Kardashians, where the primary product barely sells, just to serve as a marketing tool and tourist attraction.
There is also no such thing as bad publicity for this family—another blessing for them. You would think the aforementioned sex tape would be a career ruiner for somebody, and obviously on the contrary, it was a career launcher. More recently, Kendall Jenner was depicted in an insensitive and idiotic Pepsi advertisement. Entertainment Tonight reported “The source adds that Jenner is "devastated" by the backlash, as she's already been called out for her involvement in the ad by several of her Twitter followers. "This is the first controversial campaign she has been involved with," the source continues. "Even though she had nothing to do with the production and the message of the campaign, she will be blamed for this since she is the face (Willis).” I can guarantee that Jenner is far from “devastated” from this controversy. I’m sure she is quite content keeping the alleged multi million dollar payout for being featured, and having her name mentioned in publications everywhere. Pepsi is far from hurting too, as their brand is being mentioned worldwide also. A successful marketing campaign if you ask me.
Even the robbery that took place in Paris in 2016 is suspect to me. Why on earth would someone travel with $10 million worth of jewelry to a foreign country? Where was her security? Why wasn't she injured in the ordeal? Sounds like a brilliant way to get people to talk about you and watch the drama unfold on your show. “In the wake of the incident, gossip site MediaTakeout.com claimed that Kardashian had faked the robbery and filed a fraudulent insurance claim for millions of dollars. She then sued the site for libel (Nededog).” I’m usually not one to buy into conspiracy theories, but this one makes sense.
DeleteWorks Cited
DeleteHines, Alice. “The Kardashians Will Be Here Forever.” The Outline, The Outline, 27 Dec. 2016, theoutline.com/post/746/the-kardashian-empire-is-bigger-and-weirder-than-you-think. Accessed 9 Apr. 2017.
Nededog, Jethro. “Kim Kardashian Says She 'Mentally Prepped' Herself to Be Raped and Killed during Paris Robbery.” Business Insider, Business Insider, 20 Mar. 2017, www.businessinsider.com/kim-kardashian-mentally-prepped-to-be-raped-during-paris-robbery-2017-3. Accessed 9 Apr. 2017.
Willis, Jackie. “ Kendall Jenner 'Devastated' Over Pulled Pepsi Ad Controversy -- Is This a Career Breaker?” Yahoo!, Yahoo!, 5 Apr. 2017, www.yahoo.com/tv/exclusive-kendall-jenner-apos-devastated-184400589.html. Accessed 9 Apr. 2017.
When thinking of which celebrities have the strongest overall brand the first thing that comes to mind is the Kardashian and Jenner clan. It appears to the public that the Kardashians are the most successful but research and facts goes to show that it really is true. The Kardashians have created an iconic brand remarkably out of having no actual talent at all. Kris Jenner, the famous “momager” is a marketing and branding genius because she has created something out of nothing.
ReplyDeleteHines states it perfectly in her article that “if you were stranded on a dessert island you could live off of Kardashian products for a while” (Hines, 1). The Kardashians have put out every single type of consumer product you can think of, including food, home goods, clothing, and cosmetics.
The Kardashian/Jenner clans’ success does not stop with consumer products. The family leverages their success with their reality television show that has been successful for over ten years. The Kardashians have also used the digital age to their advantaged because they are aware that their market is active on mobile and social media (Robehmed, 2). The Kardashians have created apps, emojis and an enormous social media presence.
Kim Kardashian, who first became famous for having a sex tape that was leaked out, turned that negative event into an opportunity to become famous and make money by her and her family sharing every detail of their dramatic lives (Robehmed, 1).
(Chasse Continued)
DeleteJustin Bieber could take a lesson from the Kardashians by taking negative publicity and turning it into something positive. Bieber has consistently been having problems with his brand because of his “bad boy reputation” (Aiello, 1). Although it appeared that Bieber was making progress, recently he refused to take a photo with a fan that was dying to meet him. Not only did he do this, Bieber embarrassed her in front of everyone by saying “you make me sick” (Ryder, 1).
Justin Bieber’s history with his reputation and brand most likely has something to do with the fact that he developed fame at such a young age. He never learned how to deal with it and everything happened so fast. Because of this in 2015, Bieber had an apology tour after his reputation took a downfall because of his bad behavior and trouble with the law (Aiello, 1). Bieber also went off of social media completely for a while because of his reputation. Although all of his bad publicity did affect his brand and the way people view him, his work has remained extremely successful with his album going platinum that year (Aiello, 1).
Justin Bieber could fix his brand by keeping a low profile with the law and not being rude to his fans. Social media presence is something that is crucial for celebrities to maintain their brand so it is important the Bieber figures out how to manage a social platform and remain. Justin Bieber could really learn from the Kardashians because they are full of scandal yet have continued to be successful.
Works Cited
DeleteAiello, McKenna. "How Justin Bieber Turned It All Around Before His 22nd Birthday." E! Online. E! News, 29 Feb. 2016. Web.
Hines, Alice. "The Kardashians Will Be Here Forever." The Outline. The Outline, 27 Dec. 2016. Web.
Robehmed, Natalie. “Kim Kardashian West, Mobile Mogul.” Forbes. 11 Jul. 2016. Web.
Ryder, Taryn. "Justin Bieber Refuses to Take Photo With Fan: 'You Make Me Sick'." Yahoo!Yahoo!, 13 Mar. 2017. Web.
Celebrities’ brands and images are more important than ever with social media platforms and traditional media being more connected than ever. One mistake could make or break a celebrities’ career meaning that they need to be aware of what they say and do in the media. In my opinion, when looking at what makes a brand successful, Kim Kardashian has the strongest overall brand. As Hines puts it, “The Kardashian’s have made their name into a category. It’s flexible enough to describe such a staggering number of products that perhaps it’s flexible enough to describe you, too” (Hines 2016). Hines is saying that the Kardashian’s have built a brand for themselves that her fans want to experience and since they have so many products out in the market, a scary amount of social media accounts/posts, audiences can do just that. Another thing people forget about Kim Kardashian’s brand is that it includes all of her family members. “Kendall, Kylie, Kim, Kourtney, Khloé, Kris, and Rob have 216 collective trademark applications. “Don’t be a bore, be a whore!” is a clothing line from KhloMoney, Inc.; “Cover the Camel” is another, presumably with thicker fabric. Kardashian Khaos, registered by 2Die4Kourt, covers products including Christmas tree ornaments, gaming chips, and yo-yos” (Hines 2016). All of the examples mentioned above are all revenue streams for the Kardashian family and further proves that Kim Kardashian has created an extremely successful brand. Another way that Kim Kardashian has become so successful was by “stumbling into an entirely new way to monetize fame, and she's been shrewd enough to capitalize on a massive scale. Kardashian stars in a mobile game, Kim Kardashian: Hollywood, in which players create their own celebrity, befriend Kim and work their way onto the A-list” (Robehmed 2016).” Since its release in 2014, Hollywood was downloaded more than 45 million times and has made more that $160 million.
ReplyDeleteNow, not every celebrity can create a brand that is as successful as Kim K’s, which brings me to Justin Bieber who needs a brand revamp. When Bieber started out, he was a successful pop-star that every teenage girl loved, but “with genuine talent weathered a year-and-a-half-long spiral that included a DUI arrest, vandalism allegations and an open-ended breakup with Selena Gomez” (Aiello 2016). Bieber has also had some bad experiences with fans and paparazzi, further showing that Bieber needs a brand revamp. One way Justin Bieber attempted to revamp his brand with was “the star-studded Comedy Central roast that poked merciless fun at his various mistakes. I look forward to being someone you're proud of... You have my word—I will not end up broken, pathetic, bitter or sitting on someone else's roast. I'm at a moment of change. This is a new day he told the audience” (Aiello 16). Another way that Bieber can revamp his brand is by going on late night shows and apologizing, which he started doing. “Bieber's Tonight Show admission was far from the only time he spoke candidly about the impact that changing his lifestyle has had on him. Practically every interview he has sat down for in recent months is packed with mentions of the lessons he's learned” (Aiello 2016). Unfortunately, Bieber has found himself in more controversies in 2017, one being his “recent hug fest with fans outside his hotel, Justin Bieber seems to be back in his “don’t talk to me” phase. While on the Australian leg of his ‘Purpose’ tour, he shot down a young woman’s request for a picture. The fan persisted, and that’s when things went south … and naturally, it was all captured on video” (Ryder 2017). Hopefully Justin will settle down again, but with this recent outburst, it’s not looking good for the Canadian pop-start.
ReplyDeleteWorks Cited
Aiello, McKenna. "How Justin Bieber Turned It All Around Before His 22nd Birthday." E! Online. E! News, 29 Feb. 2016. Web. 10 Apr. 2017.
Hines, Alice. "The Kardashians Will Be Here Forever." The Outline. The Outline, 27 Dec. 2016. Web. 10 Apr. 2017.
Robehmed, Natalie. "Kim Kardashian West, Mobile Mogul: The Forbes Cover Story." Forbes. Forbes Magazine, 12 July 2016. Web. 10 Apr. 2017.
Ryder, Taryn. "Justin Bieber Refuses to Take Photo With Fan: 'You Make Me Sick'." Yahoo! Yahoo!, 13 Mar. 2017. Web. 10 Apr. 2017.
Blog #7
ReplyDeleteAnyone who knows me will say that I am obsessed with celebrities. I am always running into them or meeting them somehow, and that is one of the reasons I want to go into the world of entertainment. I am often fascinated with how certain celebrity’s brand himself or herself, in particular, the Kardashian family. The Kardashian sisters have some of the most followers on instagram, twitter and snapchat when it comes to celebrities. They have done an unbelievable job branding themselves, because their name is on almost everything. According to The Outline, “If you were stranded on a desert island, you could live for a reasonable amount of time on Kardashian-Jenner branded consumer products” (Hines). These consumer products range from clothing, to food, jewelry, home goods, makeup, and more. They are often known as being “famous for doing nothing”, but this really isn’t the case. “It’s been said many times that the Kardashians are famous for being famous... In fact, they’ve done a great deal of things: cosmetics, clothing, financial products, food, beverages, downloadable emojis” (Hines). What makes their brand so strong is that everyone knows them, and their names are on everything. The Outline also reported that between Kendall, Kylie, Kim, Kourtney, Khloé, Kris, and Rob, they have 216 collective trademark applications (Hines).
On the other hand, I think Justin Bieber is someone that needs to revamp his brand. He has been in the limelight recently for negative reasons. Yahoo! recently reported, “While on the Australian leg of his ‘Purpose’ tour, he shot down a young woman’s request for a picture. The fan persisted, and that’s when things went south … and naturally, it was all captured on video” (Ryder). He is very wishy-washy with his fans. Sometimes he’ll be very happy to talk to and take photos, other times, he acts like that. I think that is one of the biggest problems with him. Often, more times than not, if someone hears the name “Justin Bieber” they roll their eyes or shake their head. He definitely doesn’t make himself look that great in front of the cameras. Although, with that said, he has his name on everything, similar to the Kardashians. The amount of merchandise this kid has is unfathomable. T-shirts, jackets, hats, iPhone cases, skateboards, etc., his name is all over it. But, in the end, he is a talented kid and many will have to agree with that. CNBC recently stated, “If his 'product' wasn't any good, the consuming public wouldn't accept his transformed brand” (Saiidi). So ultimately, he is still one of the biggest stars in the celebrity world, even with all of the mistakes he has made.
DeleteWorks Cited
Hines, Alice. "The Kardashians Will Be Here Forever." The Outline. The Outline, 27 Dec. 2016. Web. 10 Apr. 2017.
Ryder, Taryn. "Justin Bieber Refuses to Take Photo With Fan: 'You Make Me Sick'." Yahoo! Yahoo!, 13 Mar. 2017. Web. 10 Apr. 2017.
Saiidi, Uptin. "From Troubled Teen to $200M Man: How Justin Bieber Revived His Brand." CNBC. CNBC, 16 May 2016. Web. 10 Apr. 2017
This comment has been removed by the author.
ReplyDeleteOlivia Dufault (1)
ReplyDeleteIt is not one celebrity who has the strongest overall brand, but it is one family – the Kardashian-Jenner family. Over the years, the Kardashian’s have created an empire with products, multiple reality TV shows, and even mobile apps and games. Among the entire family, “Kendall, Kylie, Kim, Kourtney, Khloe, Kris, and Rob have 216 collective trademark applications” (Hines, 2016), which has turned the Kardashian name “into a category” (Hines, 2016). And even when these trademarks fail, which many have including Kendall’s recent Pepsi endorsement, it doesn’t matter because “the Kardashian brand extensions not only offer money, but ubiquity – the ultimate product. While some may succeed and others may fail, they are all useful if they contribute as prop or plot to the family’s narrative” (Hines, 2016). This fact truly follows the saying that any publicity, even negative publicity, is good publicity. The Kardashians live an incredibly public life, so there are bound to be ups and downs in the media. However, the family has built up such a large fandom and endorsed so many products, they really can do no wrong. An employee from the Kardashian store, Dash, described it as a “tourist attraction” (Hines, 2016). People will travel specifically in hopes of seeing one of the Kardashian’s at their store; I’m still waiting for the theme park to open.
Olivia Dufault (2)
DeleteAs stated before, with so many endorsements, it’s expected not all of them will prevail, as with Kendall Jenner’s involvement with Pepsi. “Even though she had nothing to do with the production and the message of the campaign, she will be blamed for this since she is the face” (Willis, 2017). That is the issue with endorsing a product, if the company receives bad publicity, so does the celebrity who is endorsing the product. However, when choosing to endorse a product, celebrities should be aware of the risks and take responsibility of their choices. In the article it state, “Kendall relied on Pepsi to do their due diligence and trusted that it would be tasteful” (Willis, 2017). Kendall chose to endorse Pepsi and she is a 20-year-old woman capable of forming her own thoughts and making her own decisions. If she had thought that the Pepsi add was disrespectful to the Black Lives Matter movement she would have backed out of the advertisement before the negative backlash from the public. It is not just Pepsi’s fault for the damage to Kendall’s brand; again, in the long run this small bump in the road will not affect her image very much. With the support of her family, Kendall’s image will be back in tiptop shape in no time. As it is, she is still ranked as the number 1 model on Instagram, so clearly her fans are not abandoning her in this time of crisis (D’Marie Ranking).
Olivia Dufault (3)
DeleteAfter his 22nd birthday Justin Bieber decided it was time to turn his life around and do damage control for his image. After allowing Comedy Central to host a roast in his honor, “the rest of 2015 and start of 2016 brought a number of triumphs for Bieber, both on the music charts and in the tabloids. Recently however, Bieber seems to be falling off the wagon once again. “While on the Australian leg of his “Purpose” tour, he shot down a young woman’s request for a picture, while telling her ‘You make me sick’” (Ryder, 2017). Bieber has announced he will not be taking pictures with fans anymore, however his rude attitude is not necessary. He’s also sending fans mixed signals considering he recently “posted a barrage of photos on social media of him embracing fans” (Ryder, 2017). So, which is it? Does he want to be left alone or adored? Either way, being a celebrity comes with the price of having fans that adore you and paparazzi that constantly follow you; if you can’t handle that, then maybe you should think twice before deciding to live in the spotlight. With multiple DUI’s, bad behavior, and now dissing his own fans, Bieber is going to have trouble re-vamping his brand.
Works Cited
Hines, Alice. "The Kardashians Will Be Here Forever." The Outline. The Outline, 27 Dec. 2016. Web. 10 Apr. 2017.
Ryder, Taryn. "Justin Bieber Refuses to Take Photo With Fan: 'You Make Me Sick'." Yahoo! Yahoo!, 13 Mar. 2017. Web. 10 Apr. 2017.
Willis, Jackie. “ Kendall Jenner 'Devastated' Over Pulled Pepsi Ad Controversy -- Is This a Career Breaker?” Yahoo!, Yahoo!, 5 Apr. 2017. Web. 10 Apr. 2017.
This comment has been removed by the author.
ReplyDeleteWhen it comes to celebrities and brands the range can vary. You have athletes with clothing and shoe brands, models and actresses with fashion lines and then you have public figures that just try to brand whatever they can. When it comes to the best celebrity brand, I would have to give it to the Kardashians collectively. If I had to choose one person out of that group, I would have to choose Kim.
ReplyDeleteAccording to the New York Times, “Mr. Passikoff, the president of Brand Keys, a New York research company that monitors consumer perception of brands, noted that Ms. Kardashian is currently tied with Snooki at the top of its celebrity loyalty index, a survey that gauges consumer engagement with celebrities.” Now, in order to have a successful brand, you must have a loyal consumer index. Which Kim, clearly, has mastered. The Kardashians even branded their own name, enhancing the use of their ‘K’. In regards to their ‘K’, they even feel comfortable swapping out the letter ‘C’ and replacing it with their famous ‘K’, with any word. For example, if Kim wanted to caption the phrase “Crazy Kardashians!” on a photo, she would more likely change it to, “Krazy Kardashians!” Their brand is so strong they are able to brand everyday words with inserting their ‘K’.
If I had to choose a celebrity that needs work on their brand, it would be Justin Bieber. Now, Justin has millions of beliebers. How many millions? To be exact, his Instagram account currently acquires 84.7 million followers. But there is a catch! According to billboard, “Justin Bieber's 37 million twitter followers, 53 percent fake.” Bieber seems to have a healthy brand and consumer loyalty index, but when you get down to it and past the spam accounts than you realize that is not the case. Justin has also struggled with his image and getting in trouble which will also jeopardize any kind of branding he is willing to acquire.
Greenwald, David. "Justin Bieber's 37 Million Twitter Followers 53 Percent Fake, Site Claims." Billboard. N.p., n.d. Web. 11 Apr. 2017.
Wilson, Eric. "Kim Kardashian Inc." Kim Kardashian Inc. (n.d.): n. pag. 17 Nov. 2010. Web. 10 Apr. 2017.
The celebrity, or should I said celebrities with the strongest overall brand has to be the Kardashian family. A family full of business minded people, they have helped create themselves as one a brand as well as each individual member a separate brand. “Kendall, Kylie, Kim, Kourtney, Khloe, Kris, and Rob have 216 collective trademark applications” (Hines, 2016) Together for example, they have the TV show, the Kardashians. As an individual, Kim has clothes, beauty, apps and hair products. “if you were stranded on a dessert island you could live off of Kardashian products for a while.”(Hines) By having such a wide collective brand, as well as many individual brands, The Kardashians are creating such a strong brand because, quite honestly, they are everywhere! It’s got to a point where, “People are buying candles and pens and T-shirts with ‘Dash’ on them” (Hines). I mean come on!!
ReplyDeleteA celebrity that STILL needs to be revamped is Justin Beiber. Justin fell through the end of his teenage years, getting in trouble with police, fighting, and showing a minor drug addiction. An article by Life & Style voted Beiber to be the most hated neighbor. For Justin, his "bad neighbor" behavior is notorious. His parties, loud music, and fast cars drove his Calabasas, CA neighbors crazy. In 2014, he even egged his neighbor’s house. He was charged with vandalism and ordered to pay $80,000 in restitution. (White)
Talk about falling off the tracks. This is the same guy that was on the wall of every teenage girl with his Hollywood smile and troy-esc haircut (Zac Efron). The title of Taryn Ryder’s article sums up why he needs a makeover. When on his Purpose Tour, Beiber responded to a fan that asked for his picture with, “you make me sick” (Ryder). This is just a recent incident and there has been many. Producing some great pieces recently, Beiber has also been working hard off the mic in attempt to regain some of his fan base. Beiber has “posted a barrage of photos on social media of him embracing fans” (Ryder, 2017). You’ll have to do more than that Justin!
Citations
DeleteHines, Alice. "The Kardashians Will Be Here Forever." The Outline. The Outline, 27 Dec. 2016. Web. 10 Apr. 2017.
Ryder, Taryn. "Justin Bieber Refuses to Take Photo With Fan: 'You Make Me Sick'." Yahoo! Yahoo!, 13 Mar. 2017. Web. 10 Apr. 2017.
White, Tiffany. "Justin Bieber, Chris Brown, and More Stars Who Are Hated by Their Neighbors." Life & Style. N.p., 11 Apr. 2017. Web. 11 Apr. 2017.