Beyonce Knowles & Samsung Announce B-Phone
October 11, 2007 by Susan Gunelius
Filed under Brand Extension, Celebrity Brand
Beyonce Knowles has been creatively extending her brand outside of the music industry for years. Today, her partnership with Samsung extended from a celebrity endorsement to a Beyonce branded cell phone called the B-Phone.
The B-Phone will sell for $99 at Walmart (NYSE: WMT) preloaded with Beyonce music, videos and photos as well as a contract with Sprint for service.
Beyonce’s B-Phone adds one more notch to the pop star’s long list of brand extensions including her Dereon clothing line and a perfume called True Star Gold by Tommy Hilfiger. Beyonce Knowles also endorses Giorgio Armani’s Emporio Armani Diamonds fragrance. 
I’m sure this is just the beginning of Beyonce’s brand building empire, but I have to question the B-Phone. First, the $99 price tag sounds high for the target market, and second, this extension just doesn’t seem consistent with Beyonce’s brand overall. Clothing, perfume and makeup - yes. A cell phone - I’m not so sure. What do you think?
I don’t see the problem — I mean, a Beyonce mobile phone is just as logical as Michael Jordan cologne or Donald Trump steaks.
I agree that the brand extension does not make sense. Those that purchase the are already huge fans of Beyonce, so the extension will do little to expand her brand in my opinion. It is amazing how celebrities believe that people will buy something just because it includes their name. I wonder how many of these “brand extensions” are successful?
I agree with both of you, Prescott and James. Celebrity brand extensions are getting a bit out of hand. What’s next, Paris Hilton launching her own brand of vacuums?
i like the new beyonce samsung cell phone
good job b!!!!!!!!!!!!!!!!!!!!!!!!!!!
Of course I love the B phone! I’m her #1 fan! She’s always making moves,so watch out all you Beyonce haters.
love you beyonce kkep up the fab work of being independent youve thought me well and i love you! shake them haters off boo! you doing your thing and thats whats up.
this phone is bangin.beyonce is doin it big.this phone is going 2 make a lot of money because it is the best phone eva.i put this on my christmas list and this is the only thing i want.beyonce keep doin what u doin.next year i hope u come out wit another phone as bangin as this 1.from:jania & jayda your #1 fans
i love the new phone i think she is doin a great job and hater dont hate on her because you cant have your own phone maybe some day.
When i heard about the new beyonce phone i was like yea right are you serious. I really want it just because it’s by “B” come on now who wouldn’t want that. I love beyonce! Keep up the beautiful work and awesome creativity. Yo number 1 fan!!!! *Muah*
it is very good! i love you beyonce
Beyonce I love ur phnone I jus got it yesterday!! and I am really ur biggest fan!!!!!
beyonce is the best and there is nothin wrong by the idea of a beyonce phone… i see it kinda cool … beyonce rules ☆┌─┐ ─┐☆
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Work it Mz. Bee—’Yonce!
As a fan, I was very happy when the phone came out. I bought the phone, but it has not lived up to the expectations of simple efficiency. Right now its is in line for garbage. I can’t even charge the phone, the product is defective. The videos that are taken are very blurry. This phone needs to be taken back to the think tank. Sorry Beyonce. I am still your fan, but next time make sure the thing works before you put your name next to a lemon. What a let down.
I don’t think there’s anything wrong with the product lineup. I love the B-phone and I can’t wait for it to come out. I just wish I cud find somewhere to preorder it! Beyonce you’re great and very creative!!! The B-phone ROCKS!!! <3