The overall objective by the brand is to build an image of aspiration around their product in association with the celebrity or entertainment property – increasing brand recognition and ultimately resulting in an increase in sales – whether in the US or globally. It’s a proven fact – when people see their favorite celebrities driving, holding, wearing or even standing near certain products in movies or television shows, they are influenced to purchase. People see a brand’s logo, hear a verbal mention or recognize a product in an entertainment property, and an allure is created that can far eclipse a standard advertising campaign. Star power is superbly potent.