Celebenomics: The Branding Genius of Kardashian

By Jo Piazza Posted Feb 23rd 2010 01:55PM

Sometimes while watching the antics of Kim, Khloe, Kourtney, Kris and Bruce on 'Keeping Up With the Kardashians,' we forget that beyond being a kooky family, they're also a money-making machine.

However, we were reminded just last week how fantastic a manager Kris Jenner is when Kim unveiled her latest endeavor: The Kim Kardashian Vanilla Cupcake Mix.

"Kim Kardashian had gained notoriety for her lifestyle, so I think it makes sense for her to have a diverse portfolio of endorsements that all encompass different areas of her lifestyle. Celebrities need to maximize their earning power while they can, so having a number of different options is a good thing," explains Rob Wilson, financial advisor with Blazer Capital Management.

Now, endorsing sweets might seem at odds with Kim's other gig as a spokeswoman for Quick Trim Diet Cleanse, but it is actually a genius example of Kimmie hedging her bets. Not only is the Kardashian clan appealing to a variety of consumers, but they're minimizing the risk from any one of their investments.

"She is definitely hedging, but I would take it a step further and say she is maximizing her exposure. For example, the target market for the cupcake brand and diet cleanse are completely different -- but they both know who she is and they'll follow her, regardless of whether she is liked or not. Marketers want people who are easily recognized to represent their products," explains Todd Schoenberger, the managing director for LandColt Trading in San Antonio. "Kim is simply maximizing her entire audience. It's the smart way to do it, because a lot of spokespeople will stick with only one industry or sector rather than introducing themselves to other core areas."

Sure, the cupcake market may spike and then taper off, but then what will start making dividends in its place? That's right, the diet industry. Because people pigged out on cupcakes, now they want to lose some quick pounds and Kim has them covered. Oh those Kardashians; they're getting folks on their way up and on their way down.

"Diversifying is one of the smartest financial moves you can make. Most people have to work with one paycheck, but as a celebrity -- and a savvy marketer and brand manager at that -- she's able to diversify her income streams," says Alexa von Tobel, CEO of LearnVest, the personal finance primer for smart ladies.

Laugh at Kim and her multiple spokeslady gigs all you want, but at the end of the day, Kim Kardashian will be laughing all the way to the bank.

Tags: celebenomics, keeping up with the kardashians, kim kardashian, kris jenner

Comments

(14)

Tuesday 23 February

By JAY

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You must mean "Celebebonics"

By Mike

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A Wagner Power Painter and axle grease can go along way toward making people "stars." It's like shooting fish in a barrel. No wonder Bruce Jenner always looks like he's standing behind an airboat.

By arizonaoso

She is living(I think) proof that ANYONE can be on TV. Not an ounce of talent, intelligence, or personality is required.

By valeskas

Never had any interest in them, but when Reggie was shoved a side after winning with his team the superbowl, I thought, guy get away from the craziness of this family, they have no style.

By oprah

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What these tramps doin goin afta all the black athaleets....

Wednesday 24 February

By Enough Already

Following the money...

By gayle

Oh honey I was wondering the same thing!

By Jacqi

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I admire the Jenner-Kardashian family. I think all of them work very hard and deserve all that they are working for. As for Kim and Reggie that seems to nobody's business but Kim and Reggie. You go Jenner's and Kardashian's I wish all of you the best. Jacqi

By robyn

I don't know anyone that likes them but a bunch of little kids that I babysit for. That's their main fan base.

By denise

Kim STOP WITH THE COSMETIC SURGERY!!! YOUR FACE looks FROZEN!!! You are looking more and more like THE CAT WOMEN! Your cheeks are fuller, your lips are bigger and your lower half of your face doesn't move. LOOK IN THE MIRROR KIM! Since when is BAD COSMETIC SURGERY A FASHION STATEMENT!!!!!

Thursday 25 February

By Ian Bloron

No matter what other people think about Kim... As for me, she is a Goddess... with a deadly kiss...

By Nate

Kim is an absolutely gorgeous and sexy woman, however, I have no desire to watch her or her family on tv. None of them are interesting or talented and they have no influence over my buying decisions whatsoever. Nor do any other so called "celebrities" or even actual celebrities.

Saturday 13 March

By Babs

There is nothing socially or morally redeeming about anyone in that family,or anything even remotely likable.

Wednesday 02 June

By ellen

they are pretty polarizing, that's for sure. people get really worked up about them. they certainly seem like pretty savvy business-people though. and it's pretty tough not to be at least a little bit jealous - as far as "jobs" go they have pretty good ones.
just saw video of them at a "robot dance-off" event for svedka vodka, on svedka's facebook page. a couple drinks, watch a couple dance crews battle it out, smile for the camera. not a bad gig!

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