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Vân Anh , Tân Bình, 0919150564
But celebrities also carry a risk, with their faces becoming liabilities when they fall out of public favor, encounter personal problems or are not seen to reflect the brand.

When Madonna was the face for Versace, consumers' perception of the brand fell 7.3 percent, meaning they were less likely to buy a Versace product, according to research firm Brand Keys, which studies brands.

"What you got with Madonna is someone who as a performer is always reinventing herself," said Brand Keys' president Robert Passikoff.

"For a performer that is a good thing;, but as a standard bearer for a certain set of values, it's extraordinarily schizophrenic, and that is what happened with Versace."