Celebrity sells, so it’s no wonder that companies are so eager to embrace big-name product endorsements and brand extensions.

Right up until something like Paula Deen’s recent PR nightmare over racism charges reminds us about the pitfalls of celebrity branding. Her debacle left major companies, such as Walmart, Walgreens, Home Depot and many others, scrambling to distance themselves from the controversy.

It’s exactly why dead celebs make such appealing brand extension partners. They bring star power to products without the risk of new scandals. Even better, a classic celebrity brand can extend for decades and decades through multi-generational appeal.

Just a few of the stars making big bucks beyond the grave: Elvis, Elizabeth Taylor, Keith Herring, Michael Jackson and even Ernest Hemingway. In fact, the Wall Street Journal recently reported that a Hemingway furniture and housewares line has grossed more than $750 million over the past 14 years.

Here’s a closer look at what three other notable dead celebrity brands can teach us:

Marilyn Monroe’s Iconic Style

Why she sells: Marilyn died more than 50 years ago, but teens around the world still find themselves drawn to the iconic beauty’s femininity and empowering spirit. And as The New York Times recently reported, more than 95% of people know who Marilyn is and a whopping 25% of those same people claim the bombshell as their favorite celebrity.

What she sells: Forget the trinkets and souvenirs. This dead celebrity brand is going upscale. In March, Macy’s launched an exclusive Marilyn Monroe™ Collection for juniors inspired by the starlet’s unforgettable style. It features flirty dresses, shorts, tops, and screened t-shirts with Marilyn on them. And the latest brand extensions in the works? A line of sassy Marilyn-inspired candy from It’Sugar and a line of Marilyn shoes from Will Rich.

Earnings: $27 million in 2011, according to Forbes

Dead celebrity advantage: “Her legacy is hers, and there’s no risk of future controversies,” says Nick Woodhouse, President, Authentic Brands Group, the firm that owns the Marilyn Monroe brand.

The Bob Marley Philosophy

Why he sells: Bob Marley’s family makes day-to-day decisions about his brand extensions. This preserves the integrity of Marley’s beliefs and intentions, which earned him so many fans in the first place. As the Marley Beverage Company website says, “Live the life you love.”

What he sells: The Marley Beverage Company is one of the fastest growing companies in the history of ready-to-drink beverages. Its popular tea and flavored beverage, Marley’s Mellow Mood, is billed as a relaxation drink. Bob Marley’s son, Rohan, sells Jamaican and other international coffee beans under the banner Marley Coffee. And The House of Marley offers up earth-friendly headphones, speakers, bags and watches.

Earnings: $17 million in 2012, according to Forbes

Dead celebrity advantage: “His music spans many generations, and his message of earth friendly, sustainability resonates with younger consumers,” says Courtney White, brand manager, Marley and Co.

Andy Warhol’s Never-Ending Fame

Why he sells: People are intrigued by Warhol’s artsy cool celebrity aura more than 25 years after his death. And since Warhol’s pop art still influences culture today, his artwork and color palettes always feel fresh and on-trend.

What he sells: Over the years, The Andy Warhol Foundation has licensed the artist’s name for all kinds of products. Think china, pens, apparel, snowboards, footwear and more for such brands as Levi’s, Uniqlo, Burton and Adidas. Recently, the Nars Andy Warhol Collection brought pop-art imagery and colors to make-up palettes at Sephora.

Earnings: According to a 20 Year Anniversary Report from the Andy Warhol Foundation in 2007, licensing revenue grew from more than $400,000 in 1997 to more than $2 million in 2007.

Dead celebrity advantage: Andy Warhol, who delighted in reinventing himself, became a fixed art-world icon upon his death. And his huge body of work, from paintings to film, provides a wealth of material for licensing in nearly any category.

Do you have a favorite dead celebrity brand extension?

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