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Companies launch large marketing & advertising campaigns using her image as many see her as iconic & a leader in fashion.
She started in a rebellious manner, promoting the importance of women's sexuality in the 1990's. Growing up in the public eye she is now sensitive to opinion and does not wish to offend ' e.g. her withdrawal of a Che Gevara image during the Gulf war in 2003. Although she maintains importance and relevance to today's market she is still unpredictable and able to surprise her consumers ' e.g. the 'Britney kiss' - which gives her unique advantage and mass selling potential in the hypercompetitive music industry...
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