Countless brands look to celebrity partnerships and endorsements to strengthen brand image and awareness. And sometimes obvious alignments exist between certain entertainment and product categories, like a football player endorsing a fast food chain, or a popular beverage sponsoring a music festival.
But within these broad categories, there can also be big differences in how individual celebrities align with specific brands. So how can you know ahead of time which celebrity will help you reach the right consumer?
NPD’s BrandLink® service provides fact-based answers to this question, using consumer insights to drive the decisions behind highly targeted marketing sponsorships and endorsements. BrandLink identifies individual consumer preferences:
- The athletes, TV personalities, comedians, and musicians they follow
- The brands they buy
- Stores and websites they visit
- Movies, TV shows, and games they consume
This data straight from fans can help you identify the celebrity best positioned to meet your specific marketing
- Which singer is better suited to endorse a retailer, Taylor Swift or Beyoncé?
- Which NBA star is a stronger fit for a fast food brand endorsement, Carmelo Anthony or Kevin Durant?
- Which actress is the best choice for a beauty product endorsement, Katherine Heigl or Charlize Theron?
- Who is the most marketable of all big-name celebrities, Ne-Yo, Usher, J. Lo, Khloé Kardashian, or Rihanna?
Discover BrandLink. It provides a fact-based rationale for creating highly targeted marketing programs around sponsorships and endorsements.
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