Celebrities and their Brands

When thinking about celebrities that have become a brand themselves, Kim Kardashian comes to mind.  I often find myself questioning how this family became so famous.  Robert Kardashian, O.J. Simpson's lawyer and a business entrepreneur created a name for himself that is a bit different than the name that his daughters carry.  Most of the time I become annoyed reading about Kim, Khloe, and Kourtney but I also choose to admire the work that they have done through creating a clothing line, a cosmetic line, and having numerous television shows.  They have marketed themselves in a successful manner, creating a huge fan base, holding social power and for many are a reference group.  Solomon defines a reference group as “an actual or imaginary individual or group conceived of having significant relevance upon an individual’s evaluations, aspirations, or behavior.”  He also says that the use of the word reference group more loosely is any external influence that provides social cues.  It is not very often that you can surf the internet or pick up a magazine without seeing something about the Kardashians, and people choose to idolize them, buying their products, wearing the labels they do, and overall having a desire to be just like them. The personality that the Kardashian brands resembles has created a strong relationship with their consumers.