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But not every celebrity goes beyond an endorsement or partnership to effectively hang out their own shingle and get going an eponymous branded line. Tiger Woods, for example, by the skin of one's teeth did a lot of endorsements, says Barbara Apple Sullivan, a founding and managing friend of New York brand engagement firm Sullivan .

But when it comes to dollars and cents, continual endorser Woods would “actually have more equity in it” if he'd had his own party all those years.

“The popularity and the appeal of the celebrity creates the brand,” Sullivan says. “It categorically is an extension of the celebrity endorsement.”

The celebrities who do the best job of creating their own name brand are typically the ones who emphasize lifestyle and make the brand seem like an range of the way they actually live. One example of a blunder Sullivan points to is when actress Kim Basinger disgorge $20 million to buy a town in Georgia that she hoped to turn into a rubbernecker destination. It didn’t work out because she had no connection to the town or to tourism.

Source: Portfolio.com

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