Tuesday, January 24, 2012

How to Make a Kardashian

I admit it- I keep up with the Kardashians. The shows, the family, the gossip news...I love the entire Kardashian brand. If you are like my group of friends or any other normal person for that matter, you probably wonder "why and how did this family become a cultural icon?" I can help answer that!

Her name is Kris Jenner. Jenner, married to Olympic athlete turned reality star Bruce Jenner, is the mother-manager for all of her daughters and runs her own business Jenner Communications. Jenner has used skillful branding and marketing tactics to keep her family in the limelight.

According the PerkettPRsuasion writer Johanna Lucia, the brand is worth an estimated $65 million! This money comes from multiple reality shows, their clothing boutiques called Dash, Sears Kardashian Kollection, perfumes, weight loss supplements, and cosmetics--just to name a few. If the Kardashian brand is successfully rising, why wouldn't you want your product associated with them? Well, after Kim Kardashian's scandalous 72 day marriage, the brand is starting to sink. Skechers ended their contract with Kim as the company's spokesperson and tabloids are losing sales when a Kardashian is on the cover. This makes you think--although associating a celebrity with your brand or product can grasp a certain target market, celebrities are also human. Humans make mistakes; mistakes that can ruin your brand. Take a look at this blog to read more about the changes of the Kardashian empire.



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