Celebrities are also used as a brand. Their jobs, personal and professional behavior, and appearance in the media contribute massively to their ‘brand worth.’ While this is not a recent idea in itself, the Indian Institute of Human Brands (IIHB) has come up with a very fascinating approach. An extensive, systematic analysis of the concept of ‘Celebrities as Human Brands’ was recently published in the TIARA Research Journal.
TIARA Research (Trust, Identify, Attractive, Respect, and Appeal) is a special research analysis carried out by the esteemed Japanese organization Rakuten. Amitabh Bachchan is India’s most trusted and valued star, according to the 2020 report. Akshay Kumar has this place of honor in Bollywood, while the comedian Kapil Sharma is the most admired Indian Television personality. Indian cricketer Mahendra Singh Dhoni is ruling in sports, while Virat Kohli and Anushka Sharma are the most known and loved pair of celebrities.
Former host and Bollywood actor Ayushmann Khurrana are the most popular Indian ‘identifies’ with an empathic ranking of 88.5. Vicky Kaushal and Kareen Kapoor Khan are following suit. Power Couple Deepika Padukone and Ranveer Singh have the highest identity score and are also the couple most Indians are familiar with.
When it comes to controversies, Alia Bhatt-Ranbir Kapoor seems to be the most famous pair, while Kangana Ranaut and Salman Khan take the Bollywood cake. Meanwhile, respondents voted cricketer Hardik Pandya as the most controversial individual.
The beauty quotient is another critical factor that is taken into account in the TIARA study report. According to the report, Alia Bhatt is India’s most beautiful celebrity, while Hrithik Roshan and Katrina Kaif have taken the top slots in Bollywood. Though Swwapnil Joshi and Divyanka Tripathi Dahiya were on TV, Virat Kohli and Sania Mirza ranked first in athletics. Much of the respondents considered ‘Viruksha’ to be the most beautiful couple.
This survey was carried out by 60,000 respondents across 23 cities so that 180 personalities could be examined for their most distinctive attributes.