Introduction
In the entertainment industry, celebrities have become viewed as brands in themselves. Archived Brands is a brand strategy in which celebrities create a classic brand that enables them to establish a marketing image using their fame and status (Eng and Jarvis, 2020, p.838). The transformation is not a result of their fame but a form of strategic transitioning, knowing their capability to appeal to consumers and build credibility. The view of celebrities as brands involves various brand strategies, such as the creation of archived brands and the leverage of celebrity status to build product endorsements. Exploring the influence of a celebrity’s public image on entertainment is a critical determinant of the power of their brand. Sponsorship risk increases the complexity of celebrity branding because their negative image and declining popularity can harm a brand. This essay illustrates celebrity branding through the mirror of Jason Momoa, a celebrity known for his contributions to the film industry with his popular roles as Khal Drogo in “Game of Thrones” and Aquaman in “Justice League.” Jason Momoa, like many other celebrities, has risen to a global icon because of his epitome of adventurous lifestyle, strength, and authenticity. His strategic brand selections, including high-profile endorsements and Archived Brands, provide a comprehensive view of the complexities of celebrity branding and its influence on consumer perceptions.
Celebrity as a performer
The first dimension through which a celebrity attracts consumers is through the performer constituent. The performance element makes a celerity to gain fame and status (Wohlfeil et al., 2019). Jason Momoa gained fame and status through his roles in TV shows and movies. His performances as Khal Drogo and Aquaman are among the most popular and present him as an elaborate of charisma, authenticity, and strength, impressing audiences worldwide. His ability to surpass stereotypes and make his characters attractive and lovable contributes to his strong brand. The narratives created around his characters deepen his appeal and connection to the audience. Momoa’s contributions as a performer transcend beyond the screen to resonate with millions of fans who find satisfaction in continuously experiencing his artistic output. While some audiences enjoy watching Momoa’s on-screen performances repeatedly while searching online for news regarding their upcoming releases and projects, others admire to read tabloids and gossip magazines about the actor. Although both groups have vested interests, they may follow Momoa on his social media pages to know his moves, stories, projects, and personal lifestyle. Özer et al. (2022, p.12) believe that in the eyes of consumers, celebrities serve as a safe target they can gossip about without risking any possible repercussions. In the process, they end up forgetting about their situation by focusing on publicized wrongdoings, failures, and mishaps of celebrities. Such stories are a resource for branding agencies who use those controversial stories and gossip around a celebrity to promote particular brands.
The Celebrity as a ‘Private’ Person
The “private person” element of a celebrity’s consumer appeal describes the person a celebrity is in his/her private life when not performing on stage or TV screen (Loureiro et al., 2023, p.17). Consumers are not only attracted by what a celebrity does in character but also by the kind of human being they are in real life. These include physical appearance, unique face, values, personal interests, personality, intellect, political appeal, and beliefs, among others. Jason Momoa is known for his physique, facial attractiveness, tattoos, outdoor lifestyle, dedication to environmental causes, and Polynesian heritage. His private life allows the audiences to relate to him on relatable and individual level. They are not only captivated by his physical appearances but also by the values he represents off-screen. He has a down-to-earth and authentic personality that connect well with fans. Although he looks serious in most of his roles as a performer, Jason Momoa loves to play pranks and laugh with friends to lighten their mood. He also plays guitar and is a fan of mountain biking, roller hockey, snowboarding, and skateboarding. His private person reveals a more relatable aspect of his celebrity status, making him an admirable person. This adds an extra layer of consumer appeal because he resonates with his fans and audiences in an extra dimension.
The Celebrity as a Tangible Possession
The concept of Momoa as a tangible possession is revealed in the products he is associated with, functioning as a tangible connection between his character as an actor and his worldwide audience (Osorio et al. (2020, p.68). The merchandise, DVDs, beers, and items under which he is the brand ambassador become the tangible possessions of his creative output. This gives his fans an opportunity to possess a physical item that function as a piece of his creative work. The items are symbols of beauty and attractiveness, authenticity, intellect, uniqueness, beliefs, enthusiasm, and appeals. The frustrations experienced by a portion of his fans in Europe over inaccessibility of his films signifies the importance of the tangible possessions. Each product that Momoa represents is viewed by consumers as an embodiment of him. In branding, these tangible items bridge distance gaps between Momoa and his fans and also as an expression of the consumer’s affiliation with him.
The Celebrity as a Social Link
This dimension is represented through JM’s widespread popularity that fabricates communities in which people with shared views and interests can build social bonds around the name of the celebrity. For example, his roles as Khal Drogo and Aquaman provided a common space for individuals to form social links and discuss their most appealing moments. These communities allow fans to discuss shared views about JM’s performances, personal meanings, and their enthusiasm in his character.
Conclusion
Polysemic consumer allure of Jason Momoa is formed through emotional resonance, aspirational identity, symbolic value, and perceived authenticity. Momoa has built a brand that transcends above conventional celerity culture through his personality, performances, social links, and tangible possessions. As a result, individual consumers find personalized attractions and uniqueness in his brand based on their emotional needs, values, and aspirations. This essay reveals the nature of human branding and the evolving celebrity influence. For marketing and brand managers, this means that celebrity endorsement can only work if the individual consumer corresponds with celebrity interest in the brand. Since each consumer looks for something special within the four dimensions of a human brand, a celebrity can have minimum impact on a brand if used to generate a universal appeal. However, letting a celebrity display his/her unique personality, beauty, and unique talent evolve in a natural way can inspire a sincere emotional attachment with the target audience.
References
Eng, B. and Jarvis, C.B., 2020. Consumers and their celebrity brands: how personal narratives set the stage for attachment. Journal of product & brand management, 29(6), pp.831-847.
Loureiro, S.M.C., Sarmento, E.M., Vinagre, F. and Ferreira, M., 2023. Human branding: from attachment strength to loyalty. Journal of Marketing Communications, pp.1-22.
Osorio, M.L., Centeno, E. and Cambra-Fierro, J., 2020. A thematic exploration of human brands: literature review and agenda for future research. Journal of Product & Brand Management, 29(6), pp.65-74.
Özer, M., Özer, A., Ekinci, Y. and Koçak, A., 2022. Does celebrity attachment influence brand attachment and brand loyalty in celebrity endorsement? A mixed methods study. Psychology & Marketing, 39(12), pp.8-24.
Wohlfeil, M., Patterson, A. and Gould, S.J., 2019. The allure of celebrities: unpacking their polysemic consumer appeal. European Journal of Marketing, 53(10), pp.2025-2053.
write