The Evolution of the Concept of a Brand
As we move into the information age, brands evolved from company and
products to individuals themselves being the brand. The person becomes the
engine that forms impressions in the public's mind about the lifestyle they
aspire to. Today, hundreds of celebrities use their name and image to sell a
countless number of products not made by them.
Donald Trump, Kayne West, Rihanna, The Kardashian clan, Taylor Swift,
the list goes on and on. Cumulatively the world’s 100 top-earning celebrities
earned $5.15 billion between June 2016 and June 2017 (Forbes Jun 12,
2017). The brand of ‘me’ has become the engine that sells people their
dreams.
