The advantages and pitfalls of celebrity signature brands

Cecília Russo believes that if a stage name is well managed, it sells well. So, ‘it is an interesting strategy when done well. Jaime Troiano points out that it may be a good thing, but there is a risk with this association. If the public person slips, it affects people’s perception of the brand. ‘One thing contaminates the other,’ he says. Content available only in portuguese.