When Fame Turns Business: What's Behind Celebrity Marks

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Rihanna, Kim Kardashian and Selena Gomez are among the international celebrities who took their names beyond music and television and also became entrepreneurs. In Brazil, the movement appears in names such as Virginia Fonseca, Bianca Andrade and Anitta, who built brands and businesses in parallel with careers in entertainment. For those who accompany these trajectories, fame can be the most visible part of companies. Behind the scenes, however,…