Brands & Branding and Private Labels Case Study

Oprah Winfrey's 'Celebrity Brand": Will It Work Wonders for ' The Oprah Winfrey Network'?

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Abstract:
September 2011 shall mark the end of the immensely popular talk show, The Oprah Winfrey Show (TOWS). With tear-strained eyes Oprah Winfrey (Oprah) announced the end of TOWS, which ruled the hearts of millions of viewers across the globe for over a quarter century. It was this powerhouse show, which laid the foundation of Oprah’s multi-billion dollar empire. A tough childhood, marked with poverty and deprivation, could not deter Oprah from climbing the ladder of success. Making her way through hardships, Oprah emerged as one of US’ most influential women. Having figured in the Forbes list of the ‘Richest People in the World’, Oprah has come a long way in life. Parting ways with TOWS, Oprah plans to launch a television-channel named the ‘Oprah Winfrey Network’ (OWN) in 2011.Over the years, Oprah has ventured into a variety of businesses, however, during the inception of all these ventures, she was always present through TOWS. The case discusses about whether a celebrity branding and its influence on the success of brand extensions. Now, with TOWS nearing its end, would Oprah be successful in recreating history with her new network? Is Oprah trying to overstretch her brand power? Will Oprah be successful in her future ventures without TOWS?

Pedagogical Objectives:

• To analyse the rise of the brand ‘Oprah’ and construct the brand architecture of the ‘Oprah Winfrey’ brand
• To critically evaluate brand Oprah’s extensions (studio, magazines etc.)
• To debate on Oprah’s decision of banking on her celebrity brand power for her new venture OWN.

Keywords : Oprah Winfrey, The Oprah Winfrey Show, Oprah Magazine, Brands, Celebrity Brands, Celebrity Branding, Brand Equity, Jennifer Lopez, David Beckham, Martha Stewart, Oprah Radio, Hapro, The Oprah Winfrey Network, Discovery Channel, XM Radio, Sirius Radio, Oprah.com, Tiger Woods

Contents:

• Oprah Winfrey – Rags to Riches Story
• The Power of 'Celebrity Branding'
• Top 10 Trustworthy Celebrities
• Oprah's New Business Venture – Will Her Midas Touch Continue?
• Magazine Circulation Figures for the First Half of 2008
• Oprah's Achievements