T-Mobile

The celebrities endorsing brands have been increasing over the past years.   The hip-hop community has had a lot of influence on the trend of celebrity branding.   On the other hand, celebrities who have a special aura can probably carry it off with almost any product which has reasonably good quality.   What the “Celeb” can achieve is to draw attention to the brand, probably induce trial and then it is up to the brand.   Nobody on earth can compensate for an inferior brand over a period of time (Sengupta, 2005).   T-Mobile hired celebrities, like Catherine Zeta-Jones to create a recognizable brand.   She has been instrumental in building the brand image in the United States by appearing in television, print and radio ads.   The goal of T-Mobile advertisement is not just to sell a lot of cell phones but to establish the company as a hip, young and cool brand.   If a celebrity can magnified the merits of the brand, can also   magnified the image of the brand.
For example, the Sidekick customers considered the cream of the crop for the wireless industry, which is always trying to pull in a younger crowd ready to stay connected with friends.   The company rolled out the red carpet when it introduced this high-end multimedia.   The television commercials featured rapper Snoop Dogg using his T-Mobile Sidekick to message a long series of celebrities, such as Paris Hilton, Wee Man, Wayne Newton and Burt Reynolds for help in doing his laundry.   The health of the brand can be improved up to some extent by celebrity endorsements and can compensate for lack of new ideas.
Many companies, even as they grow large, still aim to be seen as hip and cool.   Laudable a goal as this might b, I've never been a big fan of the quest for “cool,” because experience has taught me that pursuing this elusive marketer's dream often represents a classic case of putting the cart before the horse.   It's not productive to get hung up on being perceived by the young as cool and hip, because this particular... [continues]

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