Stars repackage themselves as brands

WINFREY. Owns multibillion-dollar media empire.

On the local entertainment scene, some stars have discovered to their delight that, aside from their million-peso talent fees, they can earn additional millions from commercials and product endorsements.

But, this is still slim pickings compared to celebrities in Hollywood, who have stepped up to an even higher and more prosperous level. They have discovered that they can earn much more if they go beyond appearing in commercials for other people’s products and services—and repackage themselves as brands in their own right!

These days, the most popular stars sell themselves and the products they design and create, using their own names! For instance, Jennifer Lopez has launched her own lines of clothing and perfume, opened her own restaurant and set up her own production company.

Oprah Winfrey has been hailed by some as the most influential woman in the world due to her multibillion-dollar media empire, which includes TV and film production, a magazine and her own Oprah Winfrey Network.

Ditto for Martha Stewart, who became a “brand” even before Oprah did, by “reinventing” the ways people cook, decorate and craft. She has released her own magazines, TV shows and books that support and popularize her own branded retail products.

In the field of fashion and beauty, former supermodel Tyra Banks has hosted and produced her self-titled program, as well as the similarly successful “America’s Next Top Model” tilt.

Making millions

For her part, Miley Cyrus may still be in her 20s, but she’s already making millions not just from her TV, film and recording and concert initiatives, but also from promoting her own line of merchandise, which includes clothes, backpacks, lip gloss and other products that her young fans “must” have.

She may not be as popular as she used to be, but Paris Hilton has expanded her nonperforming presence into fashion, fragrance and accessory design, and also lends her name, for a hefty fee, to posh condo and hotel initiatives all over the world (the Philippines included).

Donald Trump owns properties like Trump Park Avenue and Trump Hotel Las Vegas, has 30 licensing projects worldwide, produces “The Apprentice” and “The Celebrity Apprentice”—and owns the rights to the Miss Universe beauty pageant!

Even sports stars like David Beckham and Tiger Woods have gone into “celebrity branding” for clothing, recreation companies, spa resorts, health and fitness promoters—etc.!

In local show biz, only a few stars have gone beyond endorsements to promote their own products. For instance, Kris Aquino has or used to have her own magazine, some celebrities like Marvin Agustin have launched their own restaurants, and others have opened gyms and published books.

Compared to their counterparts in Hollywood, however, they have barely scratched the surface, and can do a lot more to promote themselves as brands—and benefit a whole lot more from jumping onto the “celebrity” bandwagon!