Brands like endorsements from celebrities to help drive consumer interest. But this relationship is not without risk, which is why some celebrities have pursued establishing their own brands.

An endorsement by a celebrity can be hugely profitable for brands, but this relationship can be fraught with risk for both parties. In this high-stakes environment, a misstep by either side can have significant (and costly) consequences for the other, which is the reason why some celebrities have chosen to establish their own brands in order to mitigate that risk.
Professor Sameer Hosany, Head of the Department of Marketing, explores the relationship between brands and the value of celebrity endorsements in his latest article for The Conversation.  For most companies, endorsement by a well-known celebrity can have positive effects, offering a mutually beneficial arrangement for both parties. However, when controversy arises, it can have negative implications for both parties, tarnishing reputations and, in some cases, leading to the cessation of the relationship between the two. To avoid this, some celebrities have chosen to ‘go it alone’ by setting up their own brands. 

Read the full article here.