”Celebvertising” : En studie i hur företag använder sig av kända personer i sin marknadsföring

Detta är en Kandidat-uppsats från Södertörns högskola/Institutionen för ekonomi och företagande; Södertörns högskola/Institutionen för ekonomi och företagande


The market of today consist of products/services who resemble each other, the differences are small. Their for it’s necessary for the companies to provide added values to the product so it will stand out from the rest of the products and lead to purchase. A well used strategy in the fashion industry is marketing with celebrities, this is considered successful because it brings attention and strengthening to the brand. Because of this, the strategy also branch out to other industries, but the question is if it’s as successful there? There’s also a serious down-side with the strategy and that is that there’s a great risk with using celebrities. These could, of different reasons, be dangerous for the companies and cause large amount of costs. This is something that the companies must respect.

This thesis aims to describe and compare why companies use celebrities in their commercials to strengthening their brand. It will also examine the procedure of the companies choice of celebrity and contingent risks that may emerge of the strategy. The writers have chosen a corporate management perspective and their for the customer perspective will not be brought up.

The study has been realized with a qualitative study, totaly eight marketing managers at different companies, within different industries where interviewed. With a helping hand from the theories, the authors have succeeded to answer the study’s question. The main theory were brand identity.

After that the empirical data has been analyzed with help from the theories, the authors have reached following conclusions. The ultimate reason why companies co-operate with celebrities are to create attention and to increase the knowledge of the brand. The celebrity can be useful by many different reasons, no matter what goals or effects the companies want to achieve, the strategy is considered successful. Companies first choice of celebrity is someone who can represent the identity that the company wants to be associated with, for example different values. In general, companies don’t reflect much about the risks that may appear.

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