Celebrities endorse one’s brand

Select a big national or international brand that has advertisements that feature a famous person or persons.  Based on what you know about the brand discuss the following:

  1. What does the brand mean to you?
  2. What is the target market for the brand, and has it changed from the past?
  3. What celebrities endorse your brand? Why are they a good fit? Do they connect with the target audience?
  4. What other famous characters could be connected to your brand? Explain why.
  5. What about the competition? Who or what do they use to endorse their product?



The brand that I choose to discuss is the Luxury Cognac Brand Hennessy. To me the meaning of this brand is that it represent luxury, style and flash. If I see someone drinking this drink I immediate associate them with having money. The target market for this product is African American and Asian males with no kids, ages 24-34. The demographic has been consistent for the last 15 years. The most recent celebrity to     endorse Hennessy is the recording artist Nas. The rapper Nas is a good fit for the Hennessy brand because in the world of Hip Hop     celebrities Hennessy is the choice of drink for everybody. If you     pay any attention to hip hop shows, lyrics, and styles you will see likely see some type of reference to the Hennessy brand.     The Hennessy brand can be connected to any music character as long as they have a soulful sound style. I think the rapper Kanye West will be a good fit for this brand. It is well known that during the 2009 MTV music awards Kanye West famously interrupted Taylor Swift acceptance speech. If you look closely you will see that Kanye West was     drinking an extra-large bottle of Hennessy before, during, and after the award show. In a pre-interview Kanye West blamed his behavior in the Hennessy. I think that Kanye West will be a good fit is because he is very popular and the creative director will be able to have a lot of information to use in order to capture the target audience. Sure there will be competition in the liquor market but with high profile endorse and a solid marketing plan the current product will     maintain its steady momentum.

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