Chapter%2016

Chapter%2016 - 1. Invisible, watchers 2. Seekers 3....

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Chapter 16
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Star Taxonomy Hero - spectacular event Star - personal persona, professional  profile (sports, movies) Celebrity - TV and media hype Quasar, accidental celebrity - reality TV
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Stardom Phenomenon of production and  consumption Studio system Production system Contract system
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Celebrity Commodity traded by the  promotions,publicity and media  industries that produce interest beyond  a person’s public role Come from sports, politics, arts, religion,  business, science, professions,  academia, entertainment
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Star             Celebrity Film-based Play roles Multiple  appearances Discourses of  individualism TV personalities Perform themselves Exhaustive  meanings Construction  thorough familiarity
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Audience involvement levels
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Unformatted text preview: 1. Invisible, watchers 2. Seekers 3. Collectors 4. Fans 5. Insiders 6. Entourage 7. Ensnared Managing the brand Brand asset management phases Phase 1 - develop a brand vision Phase 2 - determine the brands image Phase 3 - develop an asset management strategy unique position extension communication determine worth Brand asset management contd 4. Measure the return on brand investment paid attendance media coverage Google hits fan base, club activity award nominations,Oscars special appearances endorsed product sales polling research Extending the brand 1. Star stories 2. Politics 3. Dead celebrity management...
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Chapter%2016 - 1. Invisible, watchers 2. Seekers 3....

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