Whether it is Tiger Woods brandishing a TAG Heuer watch or let it be Nicole Kidman in Chanel adverts, companies all over the world willingly pay big bucks to celebrities in order to have a famous face associated with their products.

Celebrity branding is not a new phenomenon but from last few years, brand promotions without celebrities have become inevitable. Celebrities have become extremely important and valuable to brands, especially in the luxury fashion sector. Without any doubt, they play a significant role in making or breaking of a brand.

According to recent research statistics, the number of celebrity advertisements has doubled in the past ten years. However, have we ever thought why brands seek celebrity status to get famous? Celebrities, from the clothes they wear to the way they make up and accessorize their outfits, always impress people. Famous personalities are a major influence for our lifestyles so we always read the news related to what they wear. Mostly, celebrities promote clothing brands or footwear or perfume lines. Celebrity’s brands usually have high sales because people enjoy adapting famous people’s style.

To cut it short, I would say celebrity branding is all about transferring the value from a person to the product he/she endorses. Celebrities can be used in several ways to endorse a luxury fashion brand or show an association with the brand. The classic and most widely utilized method is the paid-for media advertisement mostly found in fashion magazines and on television. I have listed few benefits a brand can earn with celebrity backing.

• Celebrity endorsement helps to position and re-position existing brands.
• Brings global awareness to a brand.
• Promote a brand’s products and appeal.
• Celebrities contribute extensive PR advantage and opportunities for brands.

Now, let us observe the obvious primary benefits these brands bring in for celebrities. Turning up for a few photo shoots, appearing on an advert or two bring in stacks of cash home.

David Beckham channels action hero Indiana Jones in the newest TV ad for Pepsi. He teams up with five of the world’s most popular football stars Thierry Henry, Lionel Messi, Ronaldinho, Cesc Fabregas and Frank Lampard.

Hollywood icons and charismatic sport stars like Uma Thurman, Brad Pitt, Maria Sharapova and Tiger Woods have been playing the role of brand ambassadors to drive the TAG Heuer brand in its pursuit of perfection.

Aishwarya Rai the official brand ambassador for Loreal Paris; yet again shoots for its commercial, looking stunningly flawless like never before! As Aishwarya says- ‘L’Oreal- because I am worth it’

Thirty seven year old Oscar winning actress, Jennifer Connelly, has been chosen the brand ambassador of Revlon, the famous cosmetic company. She joins Revlon’s line-up of accomplished and glamorous women including Academy Award winning actress Halle Berry, actress Jessica Alba and Beau Garrett.

Celebrity endorsement is a big money making game and a great way to stay in the limelight. I bring you few figures of amount celebrities have been charging for their association with a brand.

• CATHERINE ZETA JONES brand ambassador for T-Mobile - £11.2m
• ANGELINA JOLIE brand ambassador for St. John - £6.7m
• NICOLE KIDMAN brand ambassador for Channel - £6.7m
• JULIA ROBERTS brand ambassador for Gianfranco Ferré - £2.8m
• BRAD PITT brand ambassador for Heineken, £2.2m
• PENELOPE CRUZ brand ambassador for L’Oreal, £2.2m

Undoubtedly, brands are an important influence in our daily lives having a profound impact on our approach to see the world. I bring you a blog, which is like a barometer telling you how brands can gain you unique corporate identity and earn substantial status. Our philosophy on brands and branding will make you understand how effective branding delivers measurable business results.

My posts on this blog will include brand analytics, brand valuation, strategies to achieve corporate identity, integrated brand communications and digital branding tools. We aim to lend you a hand to achieve greater success by creating and managing brand value. We will be exposing branding stratagem of some world famous brands and provide you with some useful tips for branding. This will certainly prove how strong brands bestow value far beyond the real performance of the products and services themselves to win consumer loyalty.

In the next few posts, I’m going to play around with the idea of delivering the significance of brands and branding. Therefore, I invite you all to share your thoughts and learning of how to identify, build and express the right idea of branding.