Image is everything. Many people live out their lives vicariously, through the image world of the media, through TV and film, music videos and magazines, and tabloid newspapers. Their admiration or adoration for star personalities inspires them to emulate the lifestyle of their favourite celebrity as closely as they can. Such is the power of the personality brand that companies have seized on this phenomenon by co branding their products and services with key celebrities. In this fascinating book, Gerrie Lim explores the surreal world of celebrities and explains how personalities evolve into iconic brands worshipped by millions globally. The author's extensive interviews with top publicists and celebrity managers help raise the curtain on how public image can be designed to appeal to the public's deepest emotional needs, desires and ego - and managed to maintain success.