Aug 7, 2018

Celebrity as Brands

Written by Avantgarde
Reading time: 16 mins

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Celebrity branding is hardly a new concept. Since early 1940’s film stars have been seen promoting and posing for products, thereby increasing its market demand. Globally, about $50 billion is invested on celebrity endorsements and corporate sponsorships. Studies conducted by the Harvard Business School showed that advertisements featuring celebrities increase brand sales by an average of 20%.

The choice of the celebrity to represent a particular product or brand is however based on the research of how much we, the public, respond to them. Industry experts and brand marketing agencies use an independent index called ‘Celebrity DBI’ to determine the ability of a celebrity to influence customers by evaluating their awareness, appeal and relevance to a brand’s image and public image using a 100-point rating scale on awareness, appeal, aspiration, breakthrough, endorsement, influence, trust and trend setting capabilities.

Some of the world’s top celebrity brands include:

Michael Jordan

Michael Jeffrey Jordan, is an American retired professional basketball player and a businessman and principal owner and chairman of the Charlotte Hornets. His total net worth as of March, 2016 is $1.14 billion which comes mostly from his Nike deal and other endorsements and very little from his actual NBA salary.

The NBA legend’s Air Jordan line with Nike continues to bring him fame and earnings and has led him to many more endorsements. By 1999, Jordan was already making more from endorsements than he ever made from the NBA, and that trend still continues.

Some of the prominent brands endorsed by Michael Jordan are:

Nike Coke McDonald’s Chevrolet Rayovac Ball Park Franks Wheaties MCI Haynes

Tiger Woods

Eldrick Tont “Tiger” Woods is an American professional golfer. He has been one of the highest-paid athletes in the world for several years.

Tiger Woods’ current net worth is $825 million, 90% of which comes from sponsorship money. In 2015, Woods made 111 times more from sponsorships and 83 times more from endorsements than he did from playing golf. Woods earnings from endorsement deals by the end of 2016 is estimated to be about $40 million.

Many Tiger Woods successful endorsements that are no longer in effect were sponsorships with AT&T, Accenture, Gatorade, Buick (General Motors), Titleist, American Express, Gillette (Proctor & Gamble), General Mills, TLC Laser Eye Centers and Tag Heuer. One of Woods’ longest-running sponsors, video game maker EA Sports, announced its splitting with Woods in late 2013.

Some of the prominent brands endorsed by Tiger Woods are:

Nike, Golf division Rolex, watch brand MusclePharm, a sports nutrition brandKowa, Japanese pharmaceutical company NetJets, offers fractional ownerships of private jets. Upper Deck, the sports cards and collectibles company Tatweer, a luxury golf course development in Dubai

Shah Rukh Khan

Shah Rukh Khan is an Indian film actor, producer and television personality often referred to in the media as the “King of Bollywood”. His work in Bollywood has earned him numerous accolades, including 14 Filmfare Awards. Forbes, India named him “Shah Rukh Inc” and declared him India’s biggest brand. He is among the top celebrity endorsers and has been named “Brand Ambassador of the Year” at various business awards. He has a total net worth of $600 million.

In 2005, Khan launched his own perfume called “Tiger Eyes by SRK”, which is manufactured by the French perfume brand Jeanne Arthes. He has also represented Force India, the Formula One racing team in international motor race championships 2007, Kingdom of Dreams in 2010, the Champions League Twenty20 in 2011. In 2008, Khan endorsed 39 brands, more than any other Bollywood celebrity.

Khan has endorsed prominent brands like:

Pepsi Nokia Hyundai Dish TV D’decor LUX TAG Heuer Pan Masala Big Basket Airtel Videocon Emami


Shawn Corey Carter known professionally as Jay Z is an American rapper, businessman and investor and also one of the world’s best-selling artists of all time, having sold more than 100 million records, while receiving 21 Grammy Awards for his musical work, and numerous other nominations.

Bing Carol’s Daughter Rhapsody Hublot Hewlett-Packard Budweiser Reebok Samsung Galaxy Brooklyn Nets


Madonna Louise Ciccone is an American singer, songwriter, dancer, actress, and businesswoman. She has till date sold more than 300 million records worldwide and is recognized as the best-selling female recording artist of all time by Guinness World Records. The Recording Industry Association of America (RIAA) listed her as the best-selling female rock artist of the 20th century and the second highest-certified female artist in the United States, with 64.5 million album units. She was inducted into the Rock and Roll Hall of Fame in her first year of eligibility and has a net worth of $560 million.

Some of the prominent brands endorsed by Madonna are:

Dolce & Gabbana MDG Truth Dare Fragrances Egyptian Magic Versace Louis Vuitton Elle Hard Candy Fitness H&M Material Girl


Born and raised in Houston, Texas, Beyoncé Giselle Knowles-Carter is an American singer, songwriter and actress. Throughout a career spanning 19 years, she has made twelve albums and 65 singles, five platinum albums and sold over 100 million records as a solo artist and 60 million with Destiny’s Child. She has won 20 Grammy Awards and is the most nominated woman in the award’s history. She is the most awarded artist at the MTV Video Music Awards, with 24 wins.

Times listed her among the 100 most influential people in the world in 2013 and 2014 and Forbes listed her as the most powerful female in entertainment of 2015.

Beyoncé has a net worth of $465 million based on album sales, endorsements and media estimates and her average annual endorsement earnings at $7.3 million a year since 2003.

Some of the prominent brands endorsed by Beyoncé are:

H&M Tommy Hilfiger Giorgio Armani Pepsi Own line of perfumes, Heat L’Oréal VIZIO Red Lobster

Amitabh Bachchan

Amitabh Harivansh Rai Shrivastava Bachchan is an Indian film actor and has starred in more than 150 movies in his 50-year long career. With a huge stable fan following, Amitabh Bachchan has been able to stay ahead of the pack all throughout. He has a net worth of $400 million.

Some of the prominent brands endorsed by Amitabh Bachchan are:

Parker Pens Dabur Cadbury Boroplus ICICI Kalyan Jewellers Gujarat Tourism Navratna Oil Maggi Maruti Suzuki Emami Boroplus Reid & Taylor Max New York Life Insurance

Ellen DeGeneres

Ellen Lee DeGeneres is an American comedian, television host, actress, writer, and producer. Earlier this year, she won her 16th People’s Choice Award. As of 2013, Ellen’s show had garnered 4.4 million total views.

Her current net worth is $360 million which comes from $75 million in endorsement pay, $30 million from the ED Clothing line and $15 million from the video streaming site EllenTube and $76 million from the Ellen DeGeneres series, $9 million from a 15% stake in the Halo natural pet food company, $4 million from acting and another $3 million from appearances on talk shows.

Ellen DeGeneres endorses:

American Express Cover Girl Olay Vitamin Water SoJo Studios J.C. Penny

David Beckham

David Beckham is an English former professional footballer and is considered as one of the most marketable athletes in sports. His current net worth is of $350 million. He banked $42 million from commercial endorsements from sponsors in 2013 and is busy closing deals with iconic brands like Diet Coke, H&M, Samsung, Armani, Coty, Breitling, and most recent, Adidas.

David Beckham has signed a lifetime deal with Adidas for $150 million, a 5-year pact with British fashion brand Kent & Curwen worth $8 million annually plus royalties, a $5 million a yeardeal with the Chinese real estate firm Luneng and is in the process of signing a deal with an MLS franchise in Miami. He has also signed a multi-year deal to become an ambassador for the Chinese Super League and has been the ambassador of UNICEF UK since 2005.

Some of the prominent brands endorsed by David Beckham are:

Diet Coke H&M Samsung Armani Coty Breitling Adidas Kent & Curwen UNICEF UK Luneng

LeBron James

LeBron Raymone James is an American professional basketball player for the Cleveland Cavaliers of the National Basketball Association and has accumulated considerable amount of fame till date. He has been ranked by Forbes as one of world’s most influential and popular athletes, being featured in books, documentaries, and television commercials and is considered by many as the “face of the NBA”.

He has a total net worth of $311 million income which comes from contracts ($172 million), endorsements ($297 million) and investments ($86 million).

Some of the prominent brands endorsed by LeBron James are:

Audemars Piguet Coca-Cola Dunkin’ Brands McDonald’s Nike State Farm Samsung

Taylor Swift

Taylor Swift is an American singer-songwriter and one of the most popular contemporary female recording artists. The 26-year-old singer has received a never-ending list of awards in her 12-year long career including awards from the Nashville Songwriters Association, Songwriters Hall of Fame, she is the recipient of ten Grammy Awards, five Guinness World Records, one Emmy Award, 23 Billboard Music Awards, 19 American Music Awards, 11 Country Music Association Awards, eight Academy of Country Music Awards, and one Brit Award. She is undoubtedly one of the best-selling artists of all time, having sold more than 40 million albums including 27.1 million in the U.S. and 130 million single downloads.

She was listed in Time’s 100 most influential people in the world in 2010 and 2015, Forbes’ top-earning women in music continuously from 2011 to 2015, Forbes’ 100 most powerful women in 2015 and Forbes Celebrity 100 in 2016 making her the youngest woman to be included in the third of these lists and to be ranked first in Celebrity 100.

Taylor Swift has a total net worth of $310 million after taxes and expenses which comes from $81 million in music sales, $417 million in concert tour earnings, $8.5 million for acting and $111 million for endorsement deals.

Some of the prominent brands endorsed by Taylor Swift are:

Cover Girl Keds Apple Pepsi Comcast Clear Channel Communications Band Hero American Greeting Elizabeth Arden Diet Coke

Jennifer Lopez

Jennifer Lynn Lopez also known as JLo, is an American singer, actress, dancer, fashion designer, author, and producer. She is regarded as the most influential Hispanic performer in the United States, as well as its highest paid Latin entertainer. Lopez has sold more than 80 million records worldwide. Beyond entertainment, Lopez enjoys a highly successful business career consisting of various clothing lines, accessories, fragrances, a production company, and television shows and a charitable foundation, among other ventures. She has a net worth of $300 million.

Some of the prominent brands endorsed by Jennifer Lopez are:

L’Oréal Paris Jennifer Lopez fragrances Tous Venus ProSkin Gucci Celebrity Scentsation Endless Jewellery Giuseppe for Jennifer Lopez

Cristiano Ronaldo

Cristiano Ronaldo dos Santos Aveiro is a Portuguese professional footballer who plays for Spanish club Real Madrid and the Portugal national team. He has a net worth of $280 million that comes from salary ($178.6 milllion), endorsements ($222 million) and royalties.

Some of the prominent brands endorsed by Cristiano Ronaldo are:

Nike Armani Castrol Banco Espirito Santo KFC Emirates Airlines Tag Heuer Castrol Altice Konami Coke

Will Smith

Willard Carroll “Will” Smith Jr. is an American actor, producer, rapper, and songwriter. In April 2007, Newsweek called him “the most powerful actor in Hollywood” and has been ranked as the most bankable star worldwide by Forbes. He has a total net worth of $250 million

Some of the prominent brands endorsed by Will Smith are:

Bio Beats Carol’s Daughter, a natural haircare and beauty products range Chromatik Fancy Julep


Marshall Bruce Mathers III known professionally as Eminem is an American hip hop artist, record producer and actor from Michigan. A number of hip-hop and pop artists have cited Eminem as an influence.

Eminem’s estimated net worth is $243 million as of August, 2016 which comes from album sales, concerts, acting, producing, endorsements ($58 million), business deals and merchandise.

Some of the prominent brands endorsed by Eminem are:

Beats by Dre Brisk Carhartt Casio Chrysler

Justin Bieber

Born on 1 March, 1994 in Stanford, Ontario, Canada, Justin Bieber is a Canadian pop Singer and Songwriter. He has won numerous fan-voted awards and was listed four times by the Forbes magazine among the top ten most powerful celebrities in the world in 2011, 2012, and 2013. Bieber as of 2016, has a total net worth of $241 million based on music sales, concert tours, endorsements and YouTube income. He’s earned an estimated $80 million from endorsements alone.

Some of the prominent brands endorsed by Justin Bieber are:

Party Pieces Proactiv Calvin Klein One Less Lonely Girl Nail Polish Collection by OPI’s SpendSmart Card Justin Bieber JustBeat by Dr. Dre Elizabeth Arden Adidas His first fragrance, ‘Someday’ with Give Back Brands.

Brad Pitt

William Bradley “Brad” Pitt is an American actor and producer. He has received multiple awards and nominations including an Academy Award as producer under his own company Plan B Entertainment.

He has a net worth of $240 million and has been cited as one of the most influential and powerful people in the American entertainment industry, as well as the world’s most attractive man, by various media outlets.

Some of the prominent brands endorsed by Brad Pitt are:

Chanel No. 5 Cadillac Edwin Jeans Heineken Honda

Justin Timberlake

Justin Timberlake is an American singer, actor, entrepreneur and producer having an estimated net worth of $230 million.

Timberlake’s work has earned him numerous awards and accolades, including nine Grammy Awards, three Brit Awards, seven Billboard Music Awards, and four Emmy Awards. Time named him one of the 100 most influential people in the world in 2007 and 2013.

Timberlake has found time for a steady acting career, hundreds of talk and TV appearances and several big endorsement deals like:

Sony Audi Walmart Callaway Golf Pepsi HBO Target McDonalds ESPN NBA.

Leonardo DiCaprio

DiCaprio has earned an estimated $77 million from product endorsements throughout his career. The reportedly earned $5 million for a single cell phone ad in China in 2011.

Leonardo DiCaprio’s net worth is $217 million.

Some of the prominent brands endorsed by Leonardo DiCaprio are:

Armani Appian Way Productions Beam Inc. Fisker Automotive Mobli Tag Heuer Jim Beam

Salman Khan

Abdul Rashid Salim Salman Khan is an Indian film actor, producer and television personality. He has a significant following in Asia and the Indian diaspora worldwide, and is cited in the media as one of the most popular, influential and commercially successful actors of Indian cinema.

Salman Khan has a net worth is $200 million.

Some of the prominent brands endorsed by Salman Khan are:

Campa Cola Limca Soft drink Hero Honda Thums Up Mountain Dew History Channel Suzuki motorcycles Red Tape Shoes Relaxo Hawaii Wheel Sangini Britannia -Tiger biscuits Ranbaxy’ s Revital

Sandra Bullock

Sandra Annette Bullock is an American actress and producer. She has a steady fan following all around the globe and enjoys a total net worth of $200 million.

Some of the prominent brands endorsed by Sandra Bullock are:

Bess Bistro Fortis Films Walton’s Fancy Staple Amway Artistry – Crème Luxury

George Clooney

George Timothy Clooney is an American actor, filmmaker, and activist. In 2009, Clooney was included in Time’s annual Time 100 as one of the “Most Influential People in the World”. He is also noted for his political activism, and has served as one of the United Nations Messengers of Peace since January 31, 2008

He has an estimated net worth of $180 million.

Some of the prominent brands endorsed by George Clooney are:

Nespresso Fiat Martini Section Eight Productions


Robyn Rihanna Fenty is a Barbadian singer and songwriter. She has an estimated net worth is $160 million.

Among numerous awards and accolades, Rihanna has won eight Grammy Awards, eight American Music Awards, twelve Billboard Music Awards, two BRIT Awards, and the inaugural Icon Award at the American Music Awards of 2013. Widely recognized for frequently reinventing her style and image, she received the Fashion Icon lifetime achievement award from the Council of Fashion Designers of America in 2014. Forbes ranked Rihanna the fourth most powerful celebrity of 2012, and was named one of Time’s “100 Most Influential People in the World” later that year.

Kodak Nivea Vita Coco Dior Puma Samsung Stance Cover Girl Rihanna fragrances

Angelina Jolie

Angelina Jolie Pitt is an American actress, filmmaker, and humanitarian. She has received an Academy Award, two Screen Actors Guild Awards, three Golden Globe Awards and many acclaimed recognitions for her humanitarian work.

In a 2006 global industry survey by ACNielsen in 42 international markets, Jolie, together with Brad Pitt, were founded to be the favourite celebrity endorser for brands and products worldwide. Jolie was among the Time 100, a list of the most influential people in the world as published by Time, in 2006 and 2008. She was named the world’s most powerful celebrity in Forbes’s Celebrity 100 issue in 2009, and, though ranked lower overall, was listed as the most powerful actress from 2006 to 2008 and 2011 to 2013.

She has a net worth of $160 million.

MAC St. John Shiseido Louis Vitton

Kim Kardashian

Kimberly “Kim” Kardashian West is an American reality television personality, socialite, businesswoman and model and holds a total net worth of $149 million after tax and expenses which comes from TV ($39 million), fragrances ($117 million), merchandise, endorsements($146 million), lawsuits and divorces ($13 million).

Some of the prominent brands endorsed by Kim Kardashian are:

Kardashian GLAM Bandz At-home laser hair removal system Kardashian “Couture” lollipops Fusion Beauty The Kardashian Master Card OPI nail polish line QuickTrim diet pills Midori liqueur Kim Kardashian: Hollywood Belle Noel by Kim Kardashian Beach Bunny swimwear Charmin public restrooms Kardashian fragrances Bravada International sportswear

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