elebrity association has been the single best way to build a brand for over 100 years. There is a simple equation which defines the principle: "If people like a celebrity, and that celebrity likes your brand, then people will like your brand." In mathematics it is called the transitive property of equality; If A=B and B=C then A=C. It is simple. It is clear. It is powerful.

"If people like a celebrity, and that celebrity likes your brand, then people will like your brand."

• Creating celebrity association is the goal of all product placement.
• Creating celebrity association is the goal of all advertising with a spokesperson.
• Celebrity association strategies are the core of today's advertising and public relations industries in print, film, television and social networking.♦

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