How to find the perfect celebrity match....

As I already said, brand personality is the personification of a brand. Unfortunately, it is not easy to give human characteristics to something abstract like a brand. That is why a lot of brands search for a famous person with the same traits as the brand to become “the face” of the brand. Finding the right celebrity to represent the brand personality can result in growing brand awareness and better financial results.  Research has proven that one in four people buy a product because a celebrity is promoting it. Millward Brown and his research agency  acknowledge the many advantages of celebrity endorsement. That is why they’ve developed a study tool called “Cebra” (celebrity+brand) to help brands find their perfect celebrity match faster, easier and with less risks. The “search engine” is based on consumer opinions, which means it reflects what consumers think about celebrities.  In this way, the risk of misunderstanding the reputation/image of a celebrity is minimized. Although this technique seems to be very promising, a lot of people wonder if a tool can help a brand choose the most fitting star for their strategy...  


Vienna Deschrijver

Source : http://www.marketingweek.co.uk/in-depth-analysis/cover-stories/finding-the-perfect-match/3011731.article