Staying Power: Surviving The Limelight
- Topics:
- Brand Management
- Tags:
- Celebrity,
- Interbrand,
- Management,
- Strategy
- Source:
- Interbrand
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Overview: From the executive summary: ‘Using celebrities to promote consumer goods probably makes good business sense, especially when the endorsed products themselves are lacking in distinction. However, there are limits to this strategy. When a celebrity no longer appeals to the emotions, an individual’s interest is lost. Unless new celebrities come along from time to time, the current endorsers will start to seem stale. In such situation, the audience gets bored both with the endorser and with the endorsement.’ The paper examines this issue.
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Format: HTML | Date: Jun 2004 | Pages: 1
