Failures - Broken Relationships

In contrast to the Nadal and Federer, Andy Murray demonstrates that there are limitations depending  on your looks. Because competition is high and celebrities make a significant sum of their earnings through endorsement, some superstars just don't possess the natural beauties to be selected in the top tier of the endorsed.

 ( Source 10: http://www.brandingstrategyinsider.com/2009/07/when-the-brand-appeal-just-isnt-there.html#.Vy33XqT2aP8 ) Here is a quote on the webpage: "Yes, and the bullshit is plentiful. Despite predictions that Brand Murray will soon be worth £100m a year, the harsh reality is that Murray is a fine tennis player, but a hopeless prospect as the next Beckham, no matter how advanced the brand strategy applied to his future career."

After reading this article that Andy Murray, a co-tennis superstar, Pat Cash reckons that Murray is not even in the same league. This seems a bit shallow, but it shows how important physical attractiveness is when endorsing a celebrity, which ultimately creates the celebrity.


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One negative example of a celebrity endorsent is Kerry Katona. She signed a contract with Iceland after she had won ‘I’m A Celebrity, Get Me out of Here’. The public liked the campaign as they thought Kerry was 'down to earth,' however soon after it surfaced in the media that she was a drug addict. Iceland no longer wanted Kerry to be associated with the brand and got rid of her from the campaign. http://blog.simplymarketingjobs.co.uk/blog/blog/celebrity-endorsements-and-marketing/ ) This illustrates that poor lifestyle choices and negative press can ruin the relations between the brand and celebrity and it seems that the celebrity comes off worse.


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Tiger Woods is another prime example of endorsements not working out.He has been dropped by sa number of his endorsements since his public sex scandal hit the headlines (these included Pepsi, Accenture and US telephone giant AT&T.) Others, including Nike, have continued to sponsor him so this says a great deal about him as an athlete. Nike the largest global sports brand are still willing to keep the contract after all of the bad publicity. 'A succession of well-known celebrities, including Kate Moss, Wayne Rooney have been dropped by sponsors in the past following revelations about their private lives.' http://www.theguardian.com/media/2010/dec/24/tiger-woods-dropped-by-Gillette

This is the risk that companies will take and many have rule lists or guide lines as to how the celebrity should act for example to resonate the true brand values.




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