ABSTRACT

This chapter extends 'human brands' as 'any well-known persona who is the subject of marketing communication efforts' by analysing their identities as a 'multi-dimensional classification or mapping of the human world and our places in it, as individuals and as members of collectivities'. It aims to demonstrate an adaptive brand identity stakeholder co-creation where parties involved can adapt to and proactively influence the dynamic social and cultural realities that make up a human brand identity. The chapter explores the Philippines' celebrity culture, both as a scholar and as a part of the audience's culture, in observing how different social media actors interact with, reformulate and stabilize celebrity human brand identities. It discusses several stakeholders are responsible for human brand identities, and the online and offline avenues for human brand identity co-creation are extremely dynamic, implying complexity of manageability.