Brand Management: Paris Hilton

3164 words 13 pages
Paris Hilton

Brand Audit: Paris Hilton

A Brand Inventory
She is famous for her party life, the countless number of scandals she has been involved in, her growing collection of Chihuahuas including Tinkerbell and Bambi and her catchphrase “that’s hot”.

Paris Whitney Hilton (PH) the American socialite, celebrity, heiress, model, media personality, business woman, designer, singer and actress (Wikipedia. 2009).

PH was born in New York City on the 17th February in 1981. She is the oldest of four children of Richard and Kathy Hilton(Wikipedia. 2009).
Thanks to her great-grandfather Conrad Hilton, founder of the Hilton hotel chain, PH is the shared heir to a family fortune estimated at $300 million (Bio.com, 2008)
PH moved between several
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She has her own reality show “The Simple Life”. The first three seasons were aired on the American channel FOX and the next two seasons were aired on Channel E. At the moment her second reality show is becoming a reality on MTV, Paris’ BFF. MTV is giving the opportunity of a lifetime to one girl or guy who has what it takes to become Paris Hilton’s new BFF(Paris Hilton Just Me, 2007).

She is paid millions of dollars to show up at clubs, to events or shows for just being there (CBC, 2009).
Her plans for the future are to go into the real estate business and launch a chain of hotels and restaurants. She is also planning to launch brands of make-up and a men's cologne.

Brand equity drivers: communication, pricing and distribution
Communication
PH is her own best publicist and therefore handles the communication of the Paris Hilton Inc. brand. She promote her clothes, shoe, handbag, sunglass, hair extension, jewellery and perfume lines by wearing it herself at events, parties etc. She uses the media, the tabloid press and especially the paparazzi to market herself and her lines by being accessible 24-7. She often hits home more times a day between the different events to change outfit. Fore example when she was released from jail, she turned the releasing into a catwalk and walked out of jail in her new denim line and thereby promoted her brand in front of thousands of cameras (CBC, 2009). She also promotes her products through ads in magazines and commercials on

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