JOURNAL ARTICLE

What Makes a Successful Celebrity Brand?

  • Published In: Harvard Business Review, 2024, v. 102, n. 3. P. 50 1 of 3

  • Database: Business Source Ultimate 2 of 3

  • Authored By: Israeli, Ayelet; Avery, Jill; Schlesinger, Leonard A.; Higgins, Matt 3 of 3

Abstract

The article examines the growing trend of celebrities leveraging their influencer status to launch and manage their own consumer brands, moving beyond traditional endorsement deals to capture greater profits and authenticity. It highlights key factors for success, including a strong and engaged social media following, a genuine fit between the celebrity’s persona and product category, development of superior products, and active two-way engagement with followers. Case studies of Kim Kardashian’s Skims shapewear and chef David Chang’s Momofuku Goods illustrate these principles, while contrasting examples such as Hulk Hogan’s failed ventures and Beyoncé’s less engaged Ivy Park brand demonstrate common pitfalls. The article also discusses risks celebrity brands face, including public skepticism and reputational damage from scandals, emphasizing that sustained success requires more than fame alone.

Additional Information

  • Source:Harvard Business Review. 2024/05, Vol. 102, Issue 3, p50
  • Document Type:Article
  • Subject Area:Social Sciences and Humanities
  • Publication Date:2024
  • ISSN:0017-8012
  • Accession Number:176460444
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