Character Merchandising in Nigeria
Character merchandising in Nigeria
Character merchandising in Nigeria and generally is the sale of merchandise in connection with celebrities. It is the endorsement of goods and services by famous person. It is the way in which you can promote films, concerts, tours, products through a range of items. Take like Nina for instance in this blog image
We call it influencer marketing but the legal term for it is character merchandising.
Celebrity Merchandising are of two types;
Firstly, Personality Merchandising and secondly, Image Merchandising. ‘Personality Merchandising’ or ‘Reputation Merchandising’ refers to the use of famous persons, mostly celebrities in marketing.
As a result of such use, consumers instantly recognise the personalities used and relate to the respective products. On the other hand, they tend to buy those products more, which form parts of celebrity lifestyle.
Image merchandising includes using the essential attributes of celebrities, like his name, image, voice, or other personality features to promote goods and services in the market.
These commercial activities have as their foundation contractual arrangements between the person or company owning a name or image and undertaking that is to make and sell goods on their behalf.
Aim of character merchandising
Character merchandising is not a new phenomenon. The law tries to protect the licence in character merchandising. The sole aim is to give legal coverage to the economic rights of the licensor.
Character merchandising is the use of characters, locations names, titles, logos from TV series feature films or other entertainment programmes.
They are used for promotion and the sale of products and services.
If carefully chosen merchandise (goods) is marketed in overt association with popular film, TV series, celebrity, that merchandise will enjoy a greater consumer demand than could have been expected for unadorned product.
Many famous sportsmen and women, television personalities allow their names to be used for promotional purposes. So if you are doing advertising for someone as a celebrity, know that the legal name is character merchandising.
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