Lending out your face and your name

Celebrities do often expand their careers by launching products where their name and their face are important parts of the brand. As long as the celebrity him- or herself is in control of the profiling, everything should be fine. When others take over too much, their personal brands may be threatened. New values may be parts of the profiling.

A clear example of this is when magazines are named after celebrities. Every single article in that magazine will build the brand of the celebrity. In those cases, a very stringent brand manual is essential.