Celebrities who have used their names to create bigger brands

Sauti Sol [Courtesy]

Celebrities have increasingly learnt to capitalise on the growth of their fan bases, more than ever, packaging themselves, their work and their businesses as a brand. The rise of the brands we know today happened over gruelling decades in which companies realized that simply offering good products would not captivate all the potential buyers in the retail industry.

Back in the 1940s, consumers would purchase goods simply because they met their expected standards, and not due to comparison or loyalty to other producers of those products.