7 things to keep in mind before you choose a brand ambassador
for your product
7 things to keep in mind before you choose a brand ambassador
for your product
Who is a Brand AmbassadorA Brand Ambassador is a person employed
by a company to be the sales rep and physical representative of the
company with respect to sales and marketing. The Brand Ambassador
is meant to embody the corporate image in appearance, demeanor,
values, and ethics.
Top brand Ambassadors
According to the TAM report of 2011, the list of top ten brand
ambassadors in India during Cricket world cup 2011 is as
follows:
1. MS Dhoni 29%2. Shahrukh Khan 10%3. Kareena Kapoor 8%4. Sachin
Tendulkar 7%5. Hrithik Roshan 7%6. Virender Sehwag 4%7. Saif Ali
Khan 3%8. Ranbir Kapoor 3%9. Saina Nehwal 3%10. Salman Khan 3%Few
points to remember when choosing a brand ambassador..
Brands themselves have a personality.The key is to choose a good
brand ambassador whose personality matches that of the brand. He or
she must have strong identities that correspond with the
product/service. For example George Clooneys five year association
with Omega is probably the most ideal endorsement. Hes
sophisticated in his manner, classic in his appearance and refined
in his action, much like an envisioned Omega wearer.
Brand ambassador creates an association Choosing a brand
ambassador creates an association in the mind of the customer
between that person and the brand. So dont let just anybody be
associated with your brand. Luxury auto manufacture, Bentley was
quick to squash any rumours of contractual association between
Paris Hilton and the brand when she painted her new Continental GT,
bright pink.
Ambassador embodies the core values of the BrandThe brand
ambassador must be somebody who embodies the core values and
characteristics of the brand. For example, Lance Armstrongs
association with Livestrong and Nike is a well crafted
relationship. Inspirational to some, motivational to others,
Livestrong was a brand forged around Lance Armstrongs personality,
on his road to recovery.
Should match the personality of the target marketYour choice of
ambassador must be rooted in the personality of your target market
and of the brand you are trying to market. Virat Kohlis association
with Fasttrack is the perfect match. As a brand, the young and
upcoming cricketer appeals to the exact same genre, to which the
uber trendy accessories-manufacturer does.
Brand Ambassador must be inspiringA brand ambassador should be
somebody the customer looks up to or aspires to emulate. The image
of the brand ambassador should elicit a favourable response in the
mind of the target audience. Icon, Sachin Tendulkars association
with Adidas is a rock solid partnership that has been going steady
for many years. People want to be like him and Adidas never fails
to support their dream
Brand Ambassadors need to fit the imageDecide what image you
want your brand to portray and associate that with a personality
that reflects that. Thumbs Up decided to take a more adrenaline
filled path, in promoting their beverage. Akshay Kumar is the
ideal, Indian adrenaline junkie.
Brand is a LifestyleYou arent just selling a product; youre
selling a lifestyle. If consumers buy your product they will be
closer to attaining the life they seek. There are many who believe
that through Michael Phelps association with Subway, eating a
healthy sandwich can lead to Olympic fitness.
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