Born in the USA, Embraced Globally: The Rise of Celebrity Brands (Part 1)

Celebrity brands have exploded in popularity in recent years, transcending geographical boundaries. The idea that celebrities, whether movie stars, musicians, or royalty, epitomize, endorse, and “stand” for products is not new. However, the concept of an actual brand built by and around the celebrity itself and the accompanying evolution of a dedicated segment spanning premium and luxury brands is relatively new. 

As the global marketplace continues to add celebrity brands, we are seeing new versions despite negative press and some apparent “celebrity brand fatigue.” Like any other industry, this segment has ridden a popularity wave towards a certain saturation level and faces the need to adapt and reinvent itself continually. This report analyzes the reasons behind the rise of this phenomenon, explores the common strategies employed by successful celebrity brands, and gives a preview into the future and evolution of celebrity brands.