Like all products, personalities fit into perception maps in people’s heads. And like all products they are defined by what people think about them, that is, they have a competitive positioning relative to other celebrities in the media market (Bollywood stars, sportsmen etc.). It is important to remember that a celebrity brand is different entity from the person who gives his name to it. Audiences, media organizations and corporate sponsors are not interested in the person. Rather, they are interested in the media icon, the freely-available public face, the thing with which the larger community has a relationship. And this, is the brand.