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Brand Management - Paris Hilton

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Brand Management - Paris Hilton

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Paris Hilton

Brand Audit: Paris Hilton

A Brand Inventory
She is famous for her party life, the countless number of scandals she has been involved in, her growing collection of Chihuahuas including Tinkerbell and Bambi and her catchphrase “that’s hot”.

Paris Whitney Hilton (PH) the American socialite, celebrity, heiress, model, media personality, business woman, designer, singer and actress (Wikipedia. 2009).

PH was born in New York City on the 17th February in 1981. She is the oldest of four children of Richard and Kathy Hilton(Wikipedia. 2009). Thanks to her great-grandfather Conrad Hilton, founder of the Hilton hotel chain, PH is the shared heir to a family fortune estimated at $300 million (Bio.com, 2008) PH moved between several exclusive homes in her youth, including a suite in the Waldorf-Astoria Hotel in Manhattan, Beverly Hills, and the Hamptons (Wikipedia. 2009). After graduating from high school, PH pursued a modeling career. In 2000 she appeared in publications as GQ and Vanity Fair and on runways for various New York designers. PH underwent extensive plastic surgery, hair coloring and tinted contact lenses in her attempt to reach fame (Bio.com, 2008).

Her life as a celebrity kick started in November 2003 where a four-minute, night-vision sex video (1 night in Paris) of PH appeared on the Internet. She was having sex with her then boyfriend, Rick Salomon. PH handled the situation in her stride and released the movie on DVD, and it became one of the bestselling pornographic DVDs ever. So the movie far from destroyed Hilton, it made her. (Guardian, 2005). Many would have said that the video couldn't have appeared at a worse time: it was less than three weeks before the debut of The Simple Life, the Fox reality series starring Hilton and her best friend Nicole Richie. (cbc.ca, 2008). The first episode of The Simple Life had amazing 30 million viewers (CBC, 2009). But what some people afterwards call the biggest publicity/marketing stunt...