The Business of…Celebrity Name Brands
It’s not enough to be a star athlete or celebrated actor anymore, staying power means building yourself into a brand. Here are the most enterprising in celebrity name brand.
November 22, 2011 4:42 by p.deleon
Kung Fu movie star Jackie Chan has made full use of his star power. The Rush Hour star designed T-shirts and a bed. He also owns supermarkets, restaurants, gyms and, ironically, even health conscious cookies. There doesn’t seem to be any note of his total brand value, however.
These mish mash of merchandise and companies is clearly no accident as the actor has a team solely charged with developing his brand, headed by Bon Ng, who describes the strategy as “Total Lifestyle Branding”, targeting young professionals between 25 and 35 years old.
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