Rihanna named the most marketable celebrity

Rihanna Named Most Marketable Celebrity

Most people may know Rihanna for her catchy songs however, on the 13^th 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.