Abstract

The caselet looks into how ‘The King of Rock and Roll’, Elvis Presley has been developed as a brand. It gives an overview of how organizations are trying to connect the image of Elvis Presley to various segments of the population. The caselet also looks into the personality attributes of Elvis Presley that made him a celebrity.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• How celebrities are promoted as brands. How companies promote celebrities to keep them as part of the popular culture. Characteristics that make celebrities extend their influence over the public.

Keywords

Elvis Presley Enterprises (EPE), Rock and Roll, Graceland, Harris Interactive Poll, Media and popular culture, Elvis.com, cross-over artist, Safe rebel, Personal Branding and SonyBMG