A Brand Unto Herself: Oprah Winfey

698 words - 3 pages

Oprah Winfrey has become a symbol throughout her career. She has displayed her own personal strengths by overcoming diversity and hardship to become one on the world’s most influential women. While doing this, she created a brand that has a huge following. Oprah started her career in Nashville Tennessee, as a news anchor. She later worked as a talk-show host in Baltimore, but she did not receive a lot of attention until she moved to Chicago to host a morning show called AM Chicago, in 1984. She gained a following in Chicago, and in 1986 she rebranded her morning show, calling it The Oprah Winfrey Show. Over the next 25 years, The Oprah Winfrey Show was on top in the talk show world. The program had 12 million viewers at its peak, and had over 30 thousand guest appear on the show. Oprah would endorse products on her show, making them instant hits just because her brand was associated with the product. From here, several spin offs were derived from the Oprah brand. These included popular shows such as Dr. Phil and Rachel Ray. Several other shows have ties to the Oprah brand as well. Oprah has extended into the magazine field with her monthly magazine, as well as the film industry where she has worked with acclaimed actors, authors, and writers to produce award winning movies through the production company she owns called Harpo Films. Oprah has recently launched her own cable television network called The Oprah Winfrey Network, or OWN. This new task has brought foreword many new obstacles to the Oprah brand. Some critics of OWN say that it is dull to listen to the same message over and over again, and the new programing is not fun. (Grewal and Levy 356).
To this point, Oprah has done an exceptional job of branding herself to the public. In the beginning of her career, she was branding herself as a single individual who has done things with her life that are incredible yet achievable. This message hit home with the general public and created the success that Oprah now enjoys. As Oprah grows her brand she must find new...

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