Chapter%2016

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

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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 brand’s image Phase 3 - develop an asset management strategy • unique position • extension • communication • determine worth Brand asset management cont’d 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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This note was uploaded on 11/17/2011 for the course MKTG 3800 taught by Professor Staff during the Fall '08 term at Kennesaw.

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

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