Star power

"A recent celebrity endorsement that rocked the local scene is actor Li Nanxing's reported $2m deal to promote the Singapore City Shenyang development in China", reported the Electric New Paper

We identify with and buy into celebrities for the same reasons we buy into brands. They add colour and excitement into our lives. We admire what they do, how they look or what they represent.

As a marketing guy, I firmly believe in celebrity endorsements. It builds awareness. Linking a brand to a well-known name is an easy way of promoting it. Often the best way to get a new country to take up your product is to find a local celebrity to endorse it. It confers credibility.

Manchester United defender Wes Brown

Malaysian actress Angelica Lee and HK actress Karena Lam