Cyberbranding: Brand Building in the Digital Economy

Powerful Persuasive Tactics

Television, radio, and print media have seen their share of celebrity endorsements—a powerful and persuasive branding technique popular with both the brands that seek to develop everlasting life and the star personalities who want their unique personas to be associated with more than a movie, a hit sitcom, or a Broadway performance (and, of course, for the sake of maximum exposure too).

Quick Test:

Which products are associated with these celebrities—Jerry Seinfeld, Candice Bergen, Paul Reiser, Phil Rizzuto, Sarah Michelle Gellar, Ricardo Montalban, and Dan Marino?

Answers:

American Express, Sprint, AT&T Long Distance, The Money Store, Cover Girl, Chrysler, and Isotoner.

For the brand, a celebrity’s name translates ...