Image makers

Mithu Basu

Founder

Celebrities are brands

Great personal brands are

no longer important

They are indispensible

Fans feel some kind of affinity to what a

particular celebrity brand

“stands for”(The face of charity)

Positioning by association(peer grouping)

Brand Extensions

Sunil Gavaskar

Saurabh Ganguly

Sachin Tendulkar

Shilpa Shetty Kundra

Preity Zinta

Brand Architecture

Internationally there is a machinery of

spindoctors, researchers and writers that

remain behind the screen and build the brand

When people follow Salman Khan in a celebrity

magazine, they are not by and large interested in

the human being with the name Salman Khan.

Rather they are interested in the media icon, the

freely available public image, with whom they

have a relationship;

and this is the brand

The man and the brand are two different entities

(the former exists in our heads the latter in the space of his expertise)

The relation between brands and businesses is

anything but simple

• Rolls-Royce (BMW)

• McDonalds (independent operators)

• Jimmy Choo (Shoes not made by Him)

• Gucci isn't a person

• Skoda (Volkswagen)

Kareena and The Kappor name

Close long standing relationships develop

between celebrity and image managers

Strategic alignment of Brands to fashion, Bling

Bilng lifestyle of royalty, pop-stars and

designers impact pay negotiations. Image rights

become the value-add that makes a celebrity

worth much more

•Brand extensions open new revenue streams

•Celebrities peak early and are unlikely to enter

alternate employment

•Modeling, hosting parties, sponsorship provide

good alternatives (Juhi Chawla)

(PR Value)

More extensions can defuse core products(Pierre Cardin)

If Sharukh Khan involves in too many non

acting activities one suspects he may no longer

be taken seriously in his core job

However over powering personalities can have

brand stretchability that can confound critics

PR has the power of reinventing images to keep

up with changing fashion and taste

The trick of successful repositioning is being

recognizable (true to a set of values)

Manufactured

celebrities

Mithu Basu

Founder