Celebrity endorsement in brand building

The article “Celebrity endorsement in brand building” written by Leslie Mupeti, appeared in the newspaper Business Weekly on 18 November 2022.

Information in this source

The article “Celebrity endorsement in brand building” defines celebrity endorsement and presents reasons why companies use celebrity endorsement to boost their sales. The article is focused only on the benefits of using celebrity endorsement.

Definition of the terms

The article provides definitions of terms such as “celebrity”, “endorsement”, and “celebrity endorsement.”

A celebrity is defined as “a widely known personality who is recognized by a certain group of people” (ll. 5-6). Their fame makes them a valuable marketing tool for brands. When a celebrity endorses a product, they promote it by associating themselves with the brand and vouching for its quality or usefulness. The brand therefore reaches a wider range of people through the celebrity’s influence.

Celebrity endorsement is used to boost sales and brand awareness.

Forbes contributor Steve Olenski states that celebrity endorsement “boosts short-term sales and long-term brand awareness” (ll. 12-13). This means that companies hire celebrities to help their produc...