No matter what you think of them, the Kardashians have built a brand with powerful recognition. And it didn’t happen by magic. Let’s look at four ways their brand of brand management works in the market today.
- Shrewd awakening. Sharp brand management by their business manager/mom, Kris Jenner, has helped put the brood at the top of Brand central. Like Kim’s alignment with E!, which puts her at the edge of entertainment and lifestyle. It enables her brand to encompass an array of products—everything from fitness videos to food to the ill-fated Kardashian credit card—while remaining relevant to her lifestyle image. You can bet that Mom’s brand management savvy saw this as key to the Kardashian empire.
- Family tree. Kim has snagged opportunities everywhere you look to put her brand on and the whole Kardashian Klan has done likewise. For starters, there’s Kourtney and Khloe, with spin-offs and their own array of products. Even teenagers Kendall and Kylie are pushing their own brands with modeling and acting.
- On messages. Kim Kardashian is simply ever-present. On TV. On Twitter (7 million followers). Even on mobile billboards brandishing her brand of perfume. One of the key successes of Kardashian brand is keeping Kim in the conversation. It lets her get a whopping $25,000 for one tweet for brand Armani (which brought in 40,000 site visitors in just one hour). While many brands don’t keep the center spotlight on themselves, the Kardashians are great at it.
- Niche sisters. Brand Kardashian fills demographic niches with the various personalities. Kim is the beautiful but delicate one, who hated being single, which gives women ages 21-35 growing up after Sex and the City kinship. As a mother, Kourtney wins over mom bloggers. Meanwhile, Khloe is a symbol for weight-aware women everywhere.
Where will Brand Kardashian be in the long run? Only time will tell. You can be sure that they’ve got a plan, but it’ll be subject to the fickle nature of their fans. That said, there’s always those celebrity brand boosters—addiction and rehab—to keep them in the spotlight.