Journal of Current Research on Business and Economics (JoCReBE) - ISSN: 2547-9628

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Abstract


Brand Management Process in Celebrities Brands and the Case of Eda Taşpınar Brand

Celebrities are people who are widely known by their profession, success in any subject, or their connections with other famous people and their popularity. In recent years, celebrities have started to be used as brand faces in order to improve the marketing and brand communication of brands already in the sector. Some famous faces, on the other hand, have started to do successful works by turning to fast moving consumer goods by establishing their own brands and establishing their companies. The phenomenon questioned in this study is the process of becoming a permanent brand by successfully making the brand management process of brands bearing the names of celebrities. Work; Today's celebrity approved brands show how brand management is with the positive perception created by the consumers by strengthening their brand image with the products created by many celebrity names under their own name and the strategic marketing, PR studies and investments of the companies they have established. The brand management efforts, brand communication and strategic management of the celebrity brand sampled in line with the purpose of the research were discussed in detail through an interview with a celebrity who owns the company.



Keywords
Celebrity Brand, Brand Management, Eda Taşpınar



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