Chapter 29. Effective use of celebrity endorsers: The fit’s the thing

Pairing brands with celebrities is a time-honored tradition (Mark Twain promoted flour back in the late 1800s) and continues as popular practice. Top celebrity endorsers are not cheap, however. Catherine Zeta-Jones landed a $20 million T-Mobile agreement; Angelina Jolie signed on with St. John and Nicole Kidman inked with Chanel, each for $12 million. This shows how expensive such deals can be.

But are these high-priced spokespeople worth it? Do celebrities add value to brands? With smart strategy—possibly.

Celebrities can create caché around a brand. Budweiser Select, an upscale, urban brand, employed popular singer Jay-Z to give the brand a heightened sense of cool. Budweiser ...

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