The Parallels between Traditional Brands and Celebrity Brands

• Author: Weston Anson
• Pages: 107-118

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The Parallels between

Traditional Brands and

Celebrity Brands

In our marketing-driven world, today everything is a brand. From Facebook and Twit-

ter to Giorgio Armani and Coca-Cola. And from “Momager” Kris Jenner to Justin Bie-

ber to Duck Dynasty’s Willie Robertson, everyone is a celebrity. Traditional consumer

brands and celebrity brands operate in the same world of licensing, merchandising,

and promotion. Traditional consumer brands and their parallel celebrity brands lever-

age similar intangible assets and intellectual property as they move through today’s

marketing-driven world. Whether it’s McDonald’s licensing its name on children’s prod-

ucts, Ralph Lauren licensing its name on home décor, or David Beckham allowing his

name to be used in connection with a fragrance—these are all brands and they are all

exercising the right and privilege to extend themselves using various forms of their

intellectual property.

Jonathan Faber wrote the following about celebrities as brands:

Many celebrities are developing a critical mass around their identities

and the business based on their personas which reflect certain life-

styles, ideals, and values. These are trademark indicators that go a long

way towards substantiating the idea of a celebrity as a brand.

Gene Simmons of KISS has declared that “KISS is a brand, not a band,”

and encourages audiences at his business lectures to consider that

“you are your own brand.” Aside from good motivational speech fod-

der, there is something to this idea, and various celebrities have sought

trademark registrations on aspects of their persona and identity. When

successful, trademark registrations serve as an additional asset in the

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