Use Of Celebrities

As a marketer, I am always appreciative of Celebrities because they are individuals who have successfully reinvented themselves as Brands.

A Brand ladder can represent them much like conventional brands, so they have attributes and functional and emotional identifiers. And hence everything that we hold true of a brand holds true for Celebrities.

Celebrities as Functional Identifiers of Brands

For example, Shah Rukh has a certain swagger and a favorite pose and associates with a romantic hero as his attributes, which ladder up to functional benefits of enjoying an emotional family drama with all the narratives that we as Indians love. He even ladders to a clear emotional identifier of an ideal embodiment of Indian middle-class values.

While Akshay Kumar, with his presence of Khatro kay Khiladi and his bold act with Levis, represents a cool action hero. His functional identifiers ladder up to a comical action figure. And his emotional signature is often that of simplistic patriotism.

Role of Celebrities in Brand Marketing

And hence if it's easy to decode Celebrities as Brands, it's no wonder that Brands find them very useful in seeding the right values or personalities associated with their Brands. I guess the key uses of…