I can already guess your reaction when reading the title to this post: laughs, sighs, a look of disapproval and simply  not reading this post. So first, why did I choose to write about them? Love them or hate them, this family has proven how effective marketing strategies and correct (personal) brand management can create a successful millionaire (on its way to becoming billionaire) empire.

In contrast to what many believe, the Keeping Up With the Kardashians reality show is not their main source of revenue. Yes, it does contribute towards the Kardashian-Jenner clan’s reported total networth of $191.75 but their main source of income are their: boutiques, product lines, endorsement deals… What the reality show contributes to is conversations about the family. The Kardashians understand very well the power of publicity and how attention can create a platform of followers which results in profit.

(2007)                                                             (2014)

So what is the Kardashian brand exactly? This is a brief summary (please note that for simplification purposes I will only be talking about the Kardashian sisters that form the main Kardashian brand, Kourtney, Kim and Khloe):

Brand	Breakdown
THE KARDASHIAN SISTERS (Kourtney, Kim and Khloé):	BUSINESSES: Kardashian Beauty by Kourtney, Kim and Khloe Keeping Up With The Kardashians DASH Kardashian Kollection (SEARS) Kardashian Khaos Kardashian Lingerie Kollection (SEARS) Photo shoots for magazine covers ENDORESEMENT DEALS: Quick trim weight loss Teeth Whitening Glamor Tan sunless tanner Perfect Skin Tria Beauty in-home laser hair removal OPI nail polish (Kardashian Kolor)
Kourtney Kardashian (net worth $15M)	$50,000 per KUWTK episode $15,000 per tweet endorsement < $125,000 per appearance Owner of Smooch (children clothing), jewelry designer. Participated in: Kourtney and Khloé Take Miami, Kourtney and Kim Take New York, Kourtney and Kim Take Miami.
Kim Kardashian West (net worth $40M)	$80,000 per KUWTK episode Between $10,000-25,000 per twitter endorsement. $100,000 and $1,000,000 per appearance Modelling plus individual endorsements such as Sketchers. Kim Kardashian Fragrance Collection Kim Kardashian mobile app game. Participated in: Kourtney and Kim Take New York, Kourtney and Kim Take Miami.
Khloe Kardashian (net worth $11M)	$40,000 per KUWTK episode $13,000 per twitter endorsements $75,000 per appearance.  Unisex frangrance with former husband Lamar Odom “unbreakable and Unbreakable Joy” (ended) Co-Host US the X-Factor (ended) Participated in: Kourtney and Khloé Take Miami & Khloe and Lamar

Why so much money for twitter endorsements? Because together they reach over 50M people worldwide. Kim alone has over 25.6M followers and is the 17^th most followed twitter personality in the world.

The mastermind behind the creation of this empire is “momager” Kris Jenner. Whilst the key to the success of the three Kardashian sisters businesses is once again product diversification, where Kris´s true marketing and business mind is demonstrated is in the ability to create a unique brand from each daughter´s personality and be able to capitalize on this thanks to different business ventures which best enhance each Kardashian sister character. As a result, they have been able to target different niche markets under which consumers identify due to different reasons like body shape, personality, life situation… This is demonstrated through the trust that big consumer reach companies such as Sears have put on the Kardashian sisters, their collections with this company demonstrate their big diversified target market and ability to reach them thanks to the different brand meanings that each sister evokes due to their personality but that is gathered under one same brand name “Kardashian Kollection”.

Although not all business ventures have succeeded, for example the Kardashian debit Kard what the Kardashians have very clear and what we can learn from them is that no business cycle lasts forever, maximize all opportunities whilst you can. However, how much is too much product diversification? The Kardashians must be careful that they do not extend too much their product mixes as they risk deviating from their core brand and meaning, causing confusion with the targeted consumers and fans.