Lecture 7: Person branding and the celebrity brand McCraken (1989) - Meaning Transfer Model MEANING MOVEMENT AND THE ENDORSEMENT PROCESS Culture Endorsement Consumption objects persons context celebrity celebrity product product consumer role 1 2 3 Stage 1 Stage 2 Stage 3 Key - path of meaning movement - stage of meaning movement Figure 1 Star Power: - Celebs increase advertising awareness, enhance image and brand attitudes - Famous faces capture attention and are processed more efficiently - Halo effect: occurs when persons who are ranked high on one dimension (looks, sports, intelligence), the tie-in with a brand improves its value due to its celebrity's excellence JAY Z'S MOST NAMED-DROPPED PRODUCTS, BY ALBUM MERCEDES BENZ CRISTAL LEXUS H - MAYBACH BMW GUCCI GLOCK BENTLEY NIKE RANGE ROVER POUE B - O FORD 18Kb ROLEX PORSCHE O VERSACE TOM FORD INTRATEC VF.COM 1996 1997 1998 1999 2000 2002 2003 2004 2006 2007 2009 2011 2013
Celebrity lifestyles for sale: effg: Gwyneth Patrow's book on healthy living >This is the Segway into the influencer lifestyle, promoting their own lives through vlogging and the products the live and die byff The Branded family: The Kardashians live as a branded family, filmed through their day to day lives and maintaining a consistent image throughoutff Reality TV manufactures celebrity brands through shows such as the voice, britain's got talent, Love Island When celebrity branding goes wrong Kim Kardashian West @KimKardashian Follow OMG. Have you heard about this? As you guys know my #morningsickness has been pretty bad. I tried ... instagram.com/p/5Vr42NOS0B/ 2:14 AM - 20 Jul 2015 6 £7 561 · 2,343 · Person Branding: the process by which we market ourselves to others, like celebrities who leverage strategies to further their appealff Personal brands allow individuals to differentiate themselves by consistently articulating and leveraging their unique value propositionff · Step 1: Determine your unique value proposition . Step 2: Consider how others see you · Step 3: Identify your goals · Step 4: Identify your target audience · Step 5: Reshape your brand (cv, website, blog etc) · Step 6: Become a social networker • Step 7: Review your brand (and how you portray it) frequently
BrandYourself BrandYourself.com Look great when employers, clients and even dates Google you. BrandYourself's tools and services empower you to control what people find when they Google your name. SIGN UP FOR FREE WITH: f in OR FACEBOOK LINKEDIN TWITTER EMAIL Personal branding can be dismissed as a negative thing, but they are the future of individual marketing and self-promotionff Internet profiles on Linkedin, Facebook etc ... are all building online personasff Online dating is another example of self-promotion and personal branding, much like marketing oneself Limitations: there is a dehumanising aspect, it is commodifying, inauthentic, restrictive and egotistical . Lair, DffJff, Sullivan, Kff and Cheney, Gff (2005) 'Marketization and the recasting of the professional self the rhetoric and ethics of personal branding', Management Communication Quarterly 18(fl): fl07-fl4flff · Keel, Aff, and Nataraajan, Rff (2012) 'Celebrity endorsements and beyond: New