Companies who use celebrity endorsements can cash in on their star power and have the potential to earn millions. But this strategy is only successful if the star in question stays out of trouble. We look at what happens when a celebrity's public image is tarnished and what the repercussions are for brand management...which is usually termination.

As the face of Balenciaga's new Florabotanica fragrance, Kirsten Stewart was conspiciously absent from the campaign video, the same day Robert Pattinson made his first public appearance since the split. This follows the much publicised affair between the Twilight starlet and the Snow White and the Huntsman director Rupert Sanders.