The Relationship Between Corporate And Celebrity Brands: A Case Study Of Rolls Royce And Johnny Depp In An Essay.

Justify your choice of business brand (product or service) as linked with a celebrity brand

This report will look at how a celebrity brand is related to a company brand (product or service). Examine the relationship between corporate and celebrity brands in terms of brand typology. Examine how the company's and celebrity's brands could affect a single, well-defined target market. Discuss how the business and celebrity brand personas relate to the target segment's average person. Discuss how the company and celebrity brand may present at least two more value features. Discuss the main aim of the business/celebrity brand. The chosen company will be Rolls Royce and the celebrity will be Johnny Depp.

Rolls Royce motor car limited is the UK’s major luxury car manufacturing company. Rolls Royce motor car function from purpose-built managerial and production services opened in 2003 crossways from the historic goodwill circuit in Goodwood. John Christopher Depp II is an actor, producer, and musician from the United States. He has received numerous awards and nominations, such as a Golden Globe and a Screen Actors Guild Award, in addition to 3 Academy Awards and British Academy Film Awards (Qureshi, et. al., 2022). Johnny Depp's favorite Rolls-Royce Wraith reflects its dynamic charm and beautiful elegance. Johnny Depp is a world-famous celebrity. He has been entertaining the audience as an actor, producer, and musician for over 30 years. In addition to being a talented actor, he is also one of the wealthiest artists in the world. He is also the proud owner of many luxury cars (Yorkston, et. al., 2010).

The typology is based on the level of engagement generated by the category and / or brand, the distribution of brand equity, and the nature of the brand in relation to its abstract or functional meaning.

1. The amount of commitment elicited by the product category and/or brand- The brand extension is regularly inexpensive, faster, and less hazardous in new item category. Entering a new market using an established brand was a decision made primarily from short-term economic concerns, rather than a long-term search for the target market that best matched the characteristics and values ??of the parent brand. By use of Celebrity, products can easily extend, like Johnny Depp is a famous actor and have 14.4 million followers on Instagram (Moraes, et. al., 2019).
2. A scheme based on equity distribution- Experts surveyed argued whether it would be easier to extend from a focused brand (usually a single-line brand) or from a brand with a wider range of features. An example of a focused single-line brand is Rolls-Royce for an English audience.
3. The degree to which the brand conveys abstract meaning- According to respondents, brands also differed from product categories depending on the degree of replacement and abstraction. That is, while some brands recognized that they were strongly associated with product categories and their attributes, others like Rolls-Royce could span completely different product categories.

Consumers are individuals, and marketers have long understood that they are not all the same. Locations, ages, genders, opinions, requirements, and social affiliations are all different. Segmentation and targeting are the science of grouping customers based on specific characteristics, or the art of some questioners. Companies use segmentation and targeting to efficiently sell their products, services, and brands.

Market group interests, lifestyles, ages, genders, and other characteristics are common. Geographical, demographic, psychological, and behavioral market segmentation is a common type of market segmentation.

Geographic segmentation- Geographic segmentation is the process of identifying customers in a particular geographic area. This can be anything from a zip code to a city, state, or country. Location types, etc. B. Cold or warm climate, or whether a region is rural or urban is an example of a less clearly defined geographic division (Spry, et. al., 2011). Geographical considerations have a significant impact on customer needs, interests, and preferences, and help companies decide where and how to focus their marketing efforts.

For instance, Rolls Royce sells different cars around the world, but due to high cost and luxury standards, people are not purchasing sports cars or fast cars. Johnny Depp is a luxury actor who is popular in the 20 to 50 age group as he is multitalented (Spry, et. al., 2011).

Discuss the brand typology link between the business brand and celebrity brand

Demographic Segmentation- Basic demographic statistics including age, gender, schooling level, earnings level, own circle of relative’s size, ethnicity, and profession are used to section clients. Because the styles of objects and offerings that clients commonly buy are encouraged via way of means of demographic characteristics, that is a famous segmentation method (Kesumahati and Febrianti, 2022). For instance, Rolls Royce’s aim is to increase the number of customers, and with the help of this Johnny Depp can increase marketing efforts toward customers with age 20- to 50-year-old. Luxury carmakers are targeting wealthy individuals, but have expanded to non-traditional groups such as young female consumers.

Behavioural segmentation- Frequent flyer programs, such as those offered by Rolls-Royce, reward customers for their purchases. In addition, by assessing online activities such as website click behavior, enterprises can improve website navigation and conversions (Kesumahati and Febrianti, 2022).

Psychographic Segmentation- In this the lifestyle, values, interests, opinions, and personality traits. For instance, businessmen and people with high standards are interested in this. Moreover, Johnny Depp’s lifestyle was luxurious.

The framework for shaping how people think about a company's products, services, or missions is called brand personality (Kutlu, 2022). The personality of a company's brand provokes an emotional reaction in a particular market group and encourages positive behavior that benefits the organization.

• A new line of outdoor clothing When a company like Rolls Royce wants to connect with its customers, the instinct is to build a tough brand identity. However, it's likely that a competitor has already established itself as the go-to brand for robust outdoor brands. Rolls Royce may differentiate itself from the competition in the minds of customers by creating a sophisticated brand identity (Leijerholt, et. al., 2022). This distinguishes the brand as an upscale, high-end alternative to outdoor wear, which appeals to a certain demographic.
• Rolls Royce aims for refinement by emphasizing an upper-class, attractive, and contemporary lifestyle that appeals to a wealthy clientele (Kutlu, 2022).

A company's value-added features or economic value are added to a product or service before it is offered to the customer. The added value of products and services helps businesses attract more customers, resulting in increased revenue and profits.

Build brand equity- Rolls Royce can use Johnny Depp in advertisements and television commercials. Similarly, Johnny Depp can use Rolls Royce in movies so that the popularity of Rolls Royce can increases (Leijerholt, et. al., 2022).

Assist people to remember ads- Celebrity endorsement can enhance advertisement recall. When people see Johnny Depp in the character of Pirates of the Caribbean in the commercial for Rolls Royce then they can remember it.

Persuade individuals that the product helps them achieve superstar status- if Johnny Depp use Rolls Royce in most of the ads and movies then customer thinks that Rolls Royce car is best for them.

However, Celebrities become overexposed like if Johnny Depp gets many offers from different brands of cars, then the perception of people or customer change. Customers feel that celebrities will endorse anything to make money (Leijerholt, et. al., 2022).

Marketers use celebrity nominations to increase the credibility of their ads and increase their brand awareness with consumers. However, if a direct relationship is established between the celebrity and the company, unwanted information about the celebrity may be passed on to the approved brand (Baba, 2014). 

Celebrities use the brand as a marketing tool. As an opinion leader, it is a tool for companies to increase sales and expand the market while making a great impact on society. Celebrities who support the brand help businesses build relationships with new customers. The use of celebrities is intended to help you remember the content of your ad and the brand names recommended by celebrities (Mugesh, 2015). When a celebrity is associated with a brand, that image helps shape the image of the company in the customer's mind, thus creating a brand's personality.

Celebrities influence purchasing decisions by Consumer advertising effectiveness, brand awareness, brand recall, buying intent, and buying behavior are all influenced by celebrity support. Celebrities also help increase product awareness and appeal. Celebrity endorsement is a marketing approach that allows businesses of all sizes to hire celebrities and influencers to promote their brand, product, or service (Mugesh, 2015). Celebrities can use their fame to introduce their products or services to a new or wider audience.

Conclusion

The above report focused on Johnny Deep and Rolls Royce.  By showing the relationship between corporate brands and celebrity brands in terms of the brand. How does a company or celebrity brand affect a single, well-defined target market? Furthermore, company and celebrity brand personas relate to the average person in the target segment. Discuss how a company and a well-known brand can introduce at least two other value propositions. Discuss the main goals of your company / prominent brand.

References

Baba, A.A., 2014. Impact of a brand on consumer decision making process.

Kesumahati, E. and Febrianti, F., 2022, April. influence of celebrity endorsement and advertising on purchase intention of local skincare products with brand image and brand awareness as intervening variables.

In CoMBInES-Conference on Management, Business, Innovation, Education and Social Sciences (Vol. 2, No. 1, pp. 289-303).

Kutlu, M.B., 2022. mapping multiple brand-celebrity congruence with overals: an evidence for the meaning transfer model.  Journal of process management and new technologies, 10(1-2), pp.18-36.

Leijerholt, U., Biedenbach, G. and Hultén, P., 2022. Internal brand management in the public sector: the effects of internal communication, organizational practices, and PSM on employees’ brand perceptions. Public Management Review, 24(3), pp.442-465.

Moraes, M., Gountas, J., Gountas, S. and Sharma, P., 2019. Celebrity influences on consumer decision making: New insights and research directions. Journal of marketing management, 35(13-14), pp.1159-1192.

Mugesh, K., 2015. A Descriptive Study About Brand Marketing. International Journal on eManagement, 11, pp.11-14.

Qureshi, F.N., Bashir, S., Mahmood, A., Ahmad, S., Attiq, S. and Zeeshan, M., 2022. Impact of internal brand management on sustainable competitive advantage: An explanatory study based on the mediating roles of brand commitment and brand citizenship behavior. Plos one, 17(3), p.e0264379.

Spry, A., Pappu, R. and Cornwell, T.B., 2011. Celebrity endorsement, brand credibility and brand equity. European journal of marketing.

Yorkston, E.A., Nunes, J.C. and Matta, S., 2010. The malleable brand: The role of implicit theories in evaluating brand extensions. Journal of Marketing, 74(1), pp.80-93.