Tiger Woods, Celebrities And Nigerian Brands

Celebrity endorsement emanated from the concept of celebrity branding - which itself is about attaching a celebrity (movie star, sport star, musician etc) to a brand with the intent to give the brand a positive and acceptable face and a personality. To create a personality for the brand is to project the image of a living, breathing, credible person as opposed to a lifeless and faceless entity or object. It is associating the core values and essences of the person with the intention of passing on the appreciation and acceptability of the celebrity to the brand. So, companies use celebrities to endorse or promote their brands and expect the product to be accepted and perceived just the same way as the celebrity.