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Is Taylor Swift the Best Managed Talent in Hollywood?
Walmart and Kohl's; PepsiCo (Aquafina, Propel, Pepsi, Mountain Dew); Dr. Pepper; Nestle Pure Life water; Sony and Kodak digital cameras; Suave, Dove, Herbal Essences hair care; Sprint/Nextel, Virgin Mobile; Chevrolet, Honda, Dodge cars and trucks; Dove, Neutrogena, L'Oreal skin care; Neutrogena, Maybelline, L'Oreal cosmetics; Liz Claiborne, Tommy Hilfiger, Estee Lauder fragrances; Levi's and Gap casual apparel.
Copyright Business Wire 2010
ARSgroup's BrandProfiler Tool Aligns Celebrities with Brands & Retailers
ARSgroup
Wendy Preiser, 812-759-2264
or
Charlotte Luer, 239-404-6785
www.arsgroup.com
ARSgroup, the leading marketing research and communications consultant to global corporations, announced today the results of a study of the best brand partnerships for popular entertainer Taylor Swift.
The specific brands identified as being the best fit for Taylor were: Walmart and Kohl's; PepsiCo (Aquafina, Propel, Pepsi, Mountain Dew); Dr. Pepper; Nestle Pure Life water; Sony and Kodak digital cameras; Suave, Dove, Herbal Essences hair care; Sprint/Nextel, Virgin Mobile; Chevrolet, Honda, Dodge cars and trucks; Dove, Neutrogena, L'Oreal skin care; Neutrogena, Maybelline, L'Oreal cosmetics; Liz Claiborne, Tommy Hilfiger, Estee Lauder fragrances; Levi's and Gap casual apparel.
Respondents' impressions of Taylor are that she is a good role model, down to earth, sweet, nice, smart, easy-going, innocent, fun, wholesome, family-oriented, classy and happy. The desirable brand attributes have increased Taylor's popularity and the time is right for advertisers to align with her, according to the study.
In terms of likelihood to listen, likability and fan base, Taylor outperforms Miley Cyrus and is close to Carrie Underwood and Kelly Clarkson. 56% of respondents said they are likely to listen to Taylor as compared with 43% who said they are likely to listen to Miley Cyrus. In addition, 50% said Taylor is "likeable" while 39% said Miley Cyrus is likeable.
Among specific brands that were identified as being the best fit for Taylor, Walmart, LEI and Verizon topped the list, which coincidentally she already represents, thus evidence of the fact that she is well-managed.
The most likely place to reach Taylor Swift fans is on the Internet as well as television, radio and mobile phones. MySpace, Yahoo and YouTube are among her audience's most popular sites and her fans' favorite television programs are CSI, House, American Idol, Lost, Grey's Anatomy, 24 and Heroes.
"In a tight economy, major global advertisers, marketing and talent agencies, and others are asking more questions regarding Return on Investment and how best to leverage celebrity and brand tie-ins. Our experience and research capabilities help them make the right decisions faster," said ARSgroup Chief Executive Officer Jeff Cox. "Kudos to William Morris Endeavor Entertainment for helping Taylor to make solid marketing decisions."
ARSgroup studied the 19-year-old award-winning performer and the brands to which her franchise should be extended. The study identified current impressions of Taylor Swift, which categories, products, and distribution channels would benefit from a relationship with her, and the best media channels for promoting these relationships.
In addition to Taylor Swift, ARSgroup's Celebrity Database includes brand profile details for celebrities including: Ryan Seacrest, Ashton Kutcher, Tyra Banks, Ellen DeGeneres, Justin Timberlake, Paris Hilton, Alicia Keyes, Carrie Underwood, Kelly Clarkson, Mariah Carey, Miley Cyrus and Rihanna.
Walmart and Kohl's; PepsiCo (Aquafina, Propel, Pepsi, Mountain Dew); Dr. Pepper; Nestle Pure Life water; Sony and Kodak digital cameras; Suave, Dove, Herbal Essences hair care; Sprint/Nextel, Virgin Mobile; Chevrolet, Honda, Dodge cars and trucks; Dove, Neutrogena, L'Oreal skin care; Neutrogena, Maybelline, L'Oreal cosmetics; Liz Claiborne, Tommy Hilfiger, Estee Lauder fragrances; Levi's and Gap casual apparel.
Copyright Business Wire 2010
ARSgroup's BrandProfiler Tool Aligns Celebrities with Brands & Retailers
ARSgroup
Wendy Preiser, 812-759-2264
or
Charlotte Luer, 239-404-6785
www.arsgroup.com
ARSgroup, the leading marketing research and communications consultant to global corporations, announced today the results of a study of the best brand partnerships for popular entertainer Taylor Swift.
The specific brands identified as being the best fit for Taylor were: Walmart and Kohl's; PepsiCo (Aquafina, Propel, Pepsi, Mountain Dew); Dr. Pepper; Nestle Pure Life water; Sony and Kodak digital cameras; Suave, Dove, Herbal Essences hair care; Sprint/Nextel, Virgin Mobile; Chevrolet, Honda, Dodge cars and trucks; Dove, Neutrogena, L'Oreal skin care; Neutrogena, Maybelline, L'Oreal cosmetics; Liz Claiborne, Tommy Hilfiger, Estee Lauder fragrances; Levi's and Gap casual apparel.
Respondents' impressions of Taylor are that she is a good role model, down to earth, sweet, nice, smart, easy-going, innocent, fun, wholesome, family-oriented, classy and happy. The desirable brand attributes have increased Taylor's popularity and the time is right for advertisers to align with her, according to the study.
In terms of likelihood to listen, likability and fan base, Taylor outperforms Miley Cyrus and is close to Carrie Underwood and Kelly Clarkson. 56% of respondents said they are likely to listen to Taylor as compared with 43% who said they are likely to listen to Miley Cyrus. In addition, 50% said Taylor is "likeable" while 39% said Miley Cyrus is likeable.
Among specific brands that were identified as being the best fit for Taylor, Walmart, LEI and Verizon topped the list, which coincidentally she already represents, thus evidence of the fact that she is well-managed.
The most likely place to reach Taylor Swift fans is on the Internet as well as television, radio and mobile phones. MySpace, Yahoo and YouTube are among her audience's most popular sites and her fans' favorite television programs are CSI, House, American Idol, Lost, Grey's Anatomy, 24 and Heroes.
"In a tight economy, major global advertisers, marketing and talent agencies, and others are asking more questions regarding Return on Investment and how best to leverage celebrity and brand tie-ins. Our experience and research capabilities help them make the right decisions faster," said ARSgroup Chief Executive Officer Jeff Cox. "Kudos to William Morris Endeavor Entertainment for helping Taylor to make solid marketing decisions."
ARSgroup studied the 19-year-old award-winning performer and the brands to which her franchise should be extended. The study identified current impressions of Taylor Swift, which categories, products, and distribution channels would benefit from a relationship with her, and the best media channels for promoting these relationships.
In addition to Taylor Swift, ARSgroup's Celebrity Database includes brand profile details for celebrities including: Ryan Seacrest, Ashton Kutcher, Tyra Banks, Ellen DeGeneres, Justin Timberlake, Paris Hilton, Alicia Keyes, Carrie Underwood, Kelly Clarkson, Mariah Carey, Miley Cyrus and Rihanna.
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