Rihanna Named Most Marketable Celebrity
Most
people may know Rihanna for her catchy songs however, on the 13th of
January she was named the most marketable celebrity in the world, according to the
NPD Group (Global information Provider). According to NPD celebrities a considered to
be a strong endorsement opportunity for a brand if the fans are at least 50
percent more likely to use the brand. Rihanna’s current endorsements include,
Jeep, puma and Samsung. These brands are widely known and have a large market. Rihanna’s
index score is 3.7 times stronger than brand endorsement opportunities as the average
big name celebrity. Her scores are higher than those of Angelina Jolie and Beyoncé.
Rihanna
has a huge line of fragrances and has done endorsements for brands such as Armani,
Budweiser and Nivea. The companies are using great marketing strategies to
reach out to their target audience. It is more likely that most young people, especially
teenagers will buy these brands because their idol is advertising it and sales
will increase in addition they will also
get new customers. Using a famous person for an advert campaign increases
product knowledge. The influence of the media is also what gets word out. Some
people will buy these brands because of social acceptance. The way in which we
present ourselves in front of other people is important to us; for example
buying puma shoes because our friends have got them.
According
to (marketing-schools.org) 15% of all advertisements in the USA feature a famous
person. The disadvantage of using a celebrity marketing is the cost that comes
with securing a partnership with them. The most expensive celebrity advertising
is through TV. Pepsi are a successful brand and they have always used celebrities
for their adverts to attract more consumers.
Using
celebrities to reach out to a wider audience is a good marketing strategy for
companies, because this mean they will increase their revenue, the brand will
then be known world-wide. However the disadvantages of high costs do sometimes
affect small companies less the big companies. People who follow famous people
will not look at the cost of the product nevertheless all they will want is to
say that they have it too. In a world obsessed with celebrity culture celebrity Marketing is not such a bad idea, in addition tourism organisations should also start using this marketing strategy to get people to visit their destinations.
