CMN 2173 Lecture Notes - Lecture 5: Pamela Anderson, Tiger Woods, Semiotics
2 Apr 2017
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Photo of kardashian sisters - product is everything they sell on the market (makeup, hair products, apps, clothes, tv show, sex tapes, etc. ) The more you see a brand, the more credible it is in the public eye. Brand image: perceptions about a brand as reflected by the brand associations held in consumer memory. Celebrity image: perceptions about an individual who enjoys public recognition as reflected by the celebrity associations held in consumer memory. Co-branding: is the pairing of 2 or more brands. Dates back to potter josiah wedgwood in the 18th century using the queen charlotte to promote his product. ^under logic of if it"s good enough for the queen, her majesty, then it must be good enough for the common people . In 2003, nike spent us. 44 billion on celeb endorsements (tiger woods and michael. Research has shown that celebrity endorsements are the more effective endorsements
