An Analysis of Brand Spokesperson Models

Abstract

In today's market, the examples of brands using celebrity spokespersons are increasing in a huge trend. Both international luxury brands and affordable niche brands cannot escape this trend. This has much influence on brands, celebrities, and consumers, both good and bad. For example, the cases of Louis Vuitton using young idol spokespersons in China create huge effects and benefits, and it will be further analyzed in this article. As the use of spokespersons in advertising and brands are spreading out effectively, there is still very limited research on why those celebrity endorsement work. So, the aim of this article is to address the potential benefits and how to strategically solve the negative information of celebrity sources in brands and companies. The main research method is to collect case studies to make marketing comparisons between companies using young idol celebrities and those who do not. Then, analysis of the precious cases to see the extent to which consumers, brands, and celebrities benefit from the Celebrity-Brand Congruence policy. In findings, negative public voice of information on celebrities can harm brands' reputations even if the consumers have already recognized them before. However, in many perspectives, those celebrity endorsements enhanced the effectiveness of the brands' image and likability of celebrities, and indeed they all attract supporters.