Despite Haters, Kim Kardashian's Brand Soars

To many consumers, she's an entrepreneur
By Evann Gastaldo,  Newser Staff
Posted Nov 18, 2010 12:13 PM CST
Kim Kardashian's Brand Soars, Despite the Haters
Television personality Kim Kardashian makes an appearance at the bebe Soho store to launch her new jewelry collection on Tuesday, Nov. 16, 2010 in New York.   (AP Photo/Evan Agostini)

Kim Kardashian is nothing if not polarizing. A New York Times profile acknowledges that for every person who hates her (her fans are "classless, tasteless, and clueless sheep," says one) there are many more who will follow her on Twitter, wear her clothes, buy products she's endorsed, and even compare her to Sophia Loren (yes, really). "You would have had to be living in a cave in Nepal to have not been exposed in one way or another to the celebrity ilk of Kim Kardashian," says one branding expert.

Perhaps shockingly to some, Kardashian—whose empire includes fashion and jewelry lines, boutiques, fitness videos, credit cards, and cosmetics—actually tops the celebrity loyalty index at one research company, meaning consumers view her quite positively. (Even more shockingly, she's tied for the top spot with Snooki.) Consumers associate Kardashian with entrepreneurship, the branding expert says. And Kardashian seems to revel in her role: "I really do believe I am a brand for my fans," she says. (Click here to read why it would be bad for business if Kim were to get hitched.)

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