What is necro-branding? And what’s it got to do with Elvis, Princess Diana and Taylor Swift?

By Chris Baumann, Professor in Business, Macquarie University

Do you own any memorabilia depicting Elvis, Princess Diana, David Bowie, Prince or Michael Jackson? Perhaps a beloved t-shirt, a favourite mug, a special keyring or a novelty plate? You might not know it, but you are participating in something known as “necro-branding”.

Necro-branding is where the image of a celebrity is sold to the public, perhaps by their estate or by their fans, long after the celebrity has died.

These necro-branded items act almost like talismans, helping us preserve the past…

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