Rebranding a Celebrity

Advertising Plan
“Rebranding a Celebrity”
Cynthia Kristina Kurleto

Dormido, Jzerreneah Dannae Pingol, Rodel II Ruales, Joaida Fely Solis, Christine Joy Tambong, Geraldine

BMC 1-3

Prof: Ms. Maychell B. Jastia

Table of Contents

I. Introduction ......................... Page 3

A. Executive Summary

B. Overview

II. Situational Analysis .......................... Page 4

A. Historical Context

B. Industrial Analysis

C. Market Analysis

D. Competitor Analysis

III. Advertising Recommendations ........................ Page 8

A. The Target Market

B. Objectives

C. Strategies

IV. Execution of Creative Strategies ....................... Page 12

V. Evaluation ....................... Page 13

A. Criteria for Rebranding

B. Method

C. Consequences
Introduction

Executive Summary

The world of entertainment is always demanding for something new and fresh. Instead of looking for a new talent, it would be more innovative to rebrand personalities from the industry that is no longer in the field of entertainment. Cynthia Kristina Kurleto, known as Cindy Kurleto, was to many people just a sexy figure. People would not buy such image anymore especially when there are better personalities in the industry who are in the present gaining a lot popularity and supporters.

The rebranding of Cindy Kurleto would be a strategic way to revive her career.
She will be re-introduced with a new image as "Super Mom". She was picked to play the role of a super hero as a mom in a fantaserye evening program. This would come by emphasizing her as being a mom and not her sexy figure. Macro Media Advertising Agency’s partnership with the Philippine Commission Agency, Cindy Kurleto is expected to introduce