CMN 2173 Lecture Notes - Lecture 5: Invisible Hand, Reality Television
17 Feb 2017
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Document Summary
Brands are a company"s reputation, all the things people think about when they see the logo. Appearances of the company and interaction with clients. Celebrity branding is one of the most successful techniques for advertisers. Co-branding: the pairing of the brand image and the celebrity brand (two or more) Brand image: perceptions about a brand as reflected by brand associations held in consumer memory, how we remember it. Celebrity image: perceptions about an individual who enjoys public recognition as reflected by the celebrity associations held in consumer memory (how people see the celebrity) Co-branding dates back to the 18th century (image of queen charlotte was used to promote pottery) 2003, nike spent . 44 billion on celebrity endorsement (much more than the money spent on labour) Celebrity endorsements are some of the most effective ways to advertise because. When all these are used, it is a good branding strategy.
