Znane twarze w kreowaniu wizerunku marki na przykładzie sieci handlowych
Famous faces in creation of brand image based on the example of retail chains

Summary/Abstract: Faces of famous people appear in advertising for decades. Their utilization brings many benefits but there are also some limitations. The purpose of the paper is to determine the opportunity of using images of famous people in brands image of retail chains creation. Considerations focus on issues such as the identification of factors affecting the success of the strategy of using the celebrities’ endorsers in brand promotional activities also the analysis of the desired characteristics to be possessed by a famous person to become the face of the brand. The paper is e based on the results of desk research and primary qualitative research related to evaluation of Lidl brand supported by Pascal Brodnicki and Karol Okrasa

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