People tend to adore celebrities, either dead or alive. An intense charm is observed most especially with the celebrities that have passed on, in relation to what they represented while they were alive. Over the years, there are celebrities whose face have been the sales focus for certain product marketing. For instance, Marilyn Monroe has been utilized on a variety of products, including the Marilyn Monroe pillow, collectibles, giftware, and apparel.

In several cases, departed celebrities tend to connect people to the early years of their life, recollecting a great concert, meaningful song/album, photo shoot pictures or music videos, vivid historical era, memorable film or persona or athletic achievement. Tied to the emotion is the licensing that the celebrity image induces in the group of consumers or perhaps fans. The more appealing the image of the celebrity like Elvis as the King, Marilyn Monroe as a icon of tragic glamor, James Dean as a rebel, Abraham Lincoln as the common man’s president, Michael Jackson as the King of Pop, the more probable to be converted into products that will market itself with little publicity.

Tamra Knepfer, Senior Vice President of Branded Entertainment Network referred to them as “dead celebrities” vs “timeless icons.” The representative of Branded Entertainment Network, a company that helps in bridging the connection of global brands to consumers by using the power of popular entertainment, explains that these famous icons live in the souls and hearts of their fans that help in resonating long after they have passed on.

From Calendars and T-shirts to high-tech and restaurants, it is quite difficult to find a category that has not utilized the equity of a famous icon to build its brand.

Most times then brands license the name of an icon in order to have their essence captured along with whatsoever they represented. They have the opportunity to use the content created, such as music or art. Some long-running celebrity-based licensing programs started when the celebrity was still alive. Jerry Garcia while golfing great Arnold Palmer had a line of neckties with the umbrella logo as seen on apparel and his eponymous iced tea/lemonade concoction.