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    Brand Ambassadors and Brands

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    SahilJain
    Brand ambassadors represent companies and help promote their products. They are typically well-known people like actors, athletes, or politicians who can attract attention to a brand. The document discusses how brand ambassadors can establish credibility, make psychological and demographic connections with consumers, and appeal to mass audiences. It also notes both pros and cons of using celebrity brand ambassadors, such as the risks of negative publicity or a celebrity overshadowing the brand. Effective brand ambassador selection and endorsement depends on achieving a good fit or match between the celebrity's attributes and the brand's image.

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    Brand Ambassadors and Brands

    Uploaded by

    SahilJain
    285 views36 pages
    Brand ambassadors represent companies and help promote their products. They are typically well-known people like actors, athletes, or politicians who can attract attention to a brand. The document discusses how brand ambassadors can establish credibility, make psychological and demographic connections with consumers, and appeal to mass audiences. It also notes both pros and cons of using celebrity brand ambassadors, such as the risks of negative publicity or a celebrity overshadowing the brand. Effective brand ambassador selection and endorsement depends on achieving a good fit or match between the celebrity's attributes and the brand's image.

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    Brand ambassadors represent companies and help promote their products. They are typically well-known people like actors, athletes, or politicians who can attract attention to a brand. The document discusses how brand ambassadors can establish credibility, make psychological and demographic connections with consumers, and appeal to mass audiences. It also notes both pros and cons of using celebrity brand ambassadors, such as the risks of negative publicity or a celebrity overshadowing the brand. Effective brand ambassador selection and endorsement depends on achieving a good fit or match between the celebrity's attributes and the brand's image.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    285 views36 pages

    Brand Ambassadors and Brands

    Uploaded by

    SahilJain
    Brand ambassadors represent companies and help promote their products. They are typically well-known people like actors, athletes, or politicians who can attract attention to a brand. The document discusses how brand ambassadors can establish credibility, make psychological and demographic connections with consumers, and appeal to mass audiences. It also notes both pros and cons of using celebrity brand ambassadors, such as the risks of negative publicity or a celebrity overshadowing the brand. Effective brand ambassador selection and endorsement depends on achieving a good fit or match between the celebrity's attributes and the brand's image.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 36
    At a glance
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    Some of the key takeaways are that a brand ambassador represents a company and its products, celebrities are often used as brand ambassadors to promote awareness and sales, and there are both benefits and risks to using celebrity endorsements.

    Some of the different types of celebrities that can be used as brand ambassadors include actors, models, sports athletes, pop stars, businessmen, and politicians.

    Some of the motives behind celebrity endorsements include helping to position existing brands, bringing global awareness and brand recall, contributing extensive PR advantages, influencing lifestyles, pushing product demand, and bringing reliability.

    BRAND AMBASSADORS AND BRANDS

    BY SAHIL JAIN

    WHO IS A BRAND AMBASSADOR


    One Who Represent The Product On Behalf Of

    The Entire Company. A Well-connected Person Or A Celebrity Who Is Used To Promote And Advertise A Product Or Service Intention Beyond Is To Market The Product A Brand Ambassador Can Also Be Called As An Marketing Agent Of A Company.

    Actors ( Shahrukh khan, Amitabh Bachchan ) Models ( Malaika Arora, Milind Soman) Sports athletes (Sachin Tendulkar, Roger Federer )

    Pop Stars (Britney Spears, Lady Gaga)


    Businessmen (Mukesh Ambani, Vijay Mallya) Politicians (Barack Obama) Fictional celebrities (Ronald McDonald, Fido dido,

    Amul Girl)

    Six uses of Brand ambassadors


    Establishes Credibility Attracts Attention Associative Benefit Psychographic Connect Demographic Connect Mass Appeal

    MOTIVES BEHIND ENDORSEMENT BY BRAND AMBASSADORS


    Helps to position and re-position existing brands. Brings global awareness to a brand and brand recall. Contributes extensive PR advantage and opportunities

    for brands.
    Famous personalities are a major influence

    for our lifestyles.


    To push the demand of the product To bring the reliability and retention of the product. Instant Credibility To refresh the brand image.

    MAJOR FACTORS FOR SUCCESSFUL CELEBRITY ENDORSEMENT


    Consistency and long-term commitment Prerequisites to selecting celebrities:

    The endorser should be attractive, have a positive image in the society, and be perceived as having the necessary knowledge.
    Celebritybrand match Trademark and legal contracts

    Do not endorse competitors products in the same product category

    MAJOR FACTORS SUCCESSFUL FOR CELEBRITY ENDORSEMENT


    Constant monitoring:

    Monitor the behavior, conduct and public image


    Timing:

    Constant lookout for emerging celebrities.


    Brand over endorser (Vampire Effect):

    Potential overshadowing of the brand by the celebrity


    Celebrity endorsement is just a channel The celebrity trap:

    Once into a celebrity, it is hard to get out of it

    Selecting the right Brand ambassador

    THE SOURCE CREDIBILITY MODEL


    Used commonly to entail the communicators

    positive attributes that affect the recipients acceptance of a message Source credibility refers to the perception of the sources expertise, objectivity and trustworthiness Expertise is the extent to which a communicator is perceived to be a source of valid assertions and consists of knowledge, special experience and skills Trustworthiness is the degree of confidence in the communicators intent to communicate the assertions he considers most valid and consists of honesty, integrity and believability

    The Source Attractiveness Model


    Beauty is a greater recommendation than any

    other introduction.~ Aristotle Attractiveness based on source valence model was identified as another dimension of source credibility. Mostly associated with physical attributes, such as familiarity, similarity and likeability Attractiveness includes any number of attributes such as intellectual skill, personality properties, lifestyle or athletic prowess It is not necessary that attractiveness should necessarily translate into actual behavior, cognitive attitudes and purchase intention

    Match-up Hypothesis
    There are certain parameters that postulate compatibility between brand image and the celebrity Celebrity prior endorsements. Whether celebrity is a brand user. Celebrity profession Celebritys fit with the brand image. CelebrityTarget audience match CelebrityProduct match. Celebrity associated values.

    THE MEANING TRANSFER MODEL


    According to McCraken (1989), the previous

    models discussed above are not capable of capture the success factors of the endorsement process The central premise is that celebrities encodes unique sets of meanings which might be transferable to the endorsed product.
    Culture

    Endorsements
    Consumption

    Meaning Acquisition

    Endorsement

    Consumption

    Stage 1

    Stage 2

    Stage 3

    Note:

    Path of Meaning Movement

    Stage of Meaning Movement

    Establishing a Perfect Match Effectiveness depends on the existence of a 'fit Effective match: Reid & Taylor and Amitabh Bachhan,

    Accenture and Tiger Woods

    FIT HEALTHY PERFECT BODY SPORTS PERSON

    FOR FITNESS FOR HEALTH

    CONSCIOUS
    SPORTS SHOE

    BEAUTIFUL SLIM LIGHT WEIGHT ZERO FIGURE STYLISH

    SLIM LIGHT WEIGHT STYLISH SLEAK

    YOUNG STYLISH ENERGETIC CHOICE OF YOUTH

    FOR YOUNG PEOPLE ENERGETIC

    FAIR SOFT SKIN BEAUTIFUL BEAUTY ICON

    FAIRNESS SOAP FEMALE PRODUCT

    Dearth of salesman
    Amitabh bacchan is one man brand industry.Nobody has that 6-to-60 universal appeal who can sell anything to India, and to Bharat. .

    Revolutionized the psychological trend of using Cadbury from 5-55age group.

    A gift that helps foster relationships.

    MULTIPLE CELEBRITY ENDORSEMENTS


    Endorsing a product with multiple celebrities as it

    leads to attracting and connecting to the different and diverse sets of target audience to the product. Multiple celebrities may lead to confusing consumers about the brands identity It should be assured that each and every celebrity possesses compatible meanings that are sought for brands

    Prevalence of Multiple brand ambassador endorsement in India

    CONSUMERS PERSPECTIVE
    Consumer holds by and large a positive attitude

    towards celebrity endorsements. Celebrity endorsement can have an impact on the consumers recall evaluations, attention but it does not necessarily always translates into purchase intentions Individuals with higher levels of education might be less influenced by any form of advertising than those with less education The celebrities are often looked upon by the young as their role model.

    Indian Consumer Mentality

    They look up to certain public faces and aspire to be one among them. Brand Ambassadors connect with a sense of attachment. Brands have temptation to use celebrity ambassadors.

    Different stages of consumer purchase decision making

    CONSUMER Problem Recognition Information Search

    BRAND AMBASSADOR

    Generation of Alternatives

    Evaluation of Alternatives

    Purchase Decision

    Post Purchase Decision

    COUNTRY CONTEXT: INDIA


    Brand endorsements by celebrities are a widespread

    phenomenon in India and worldwide Celebrities in India live a very public life Few of the brands have been established without celebrity endorsement like Rejoice, Lifebuoy, Close Up, Fevicol etc. There is a great potential for celebrity endorsement in India like successful endorsements done by Shah Rukh Khan includes brands like Santro, Nokia , Nerolac paints, Lux, Pepsodent, Frooti to name a few

    PROS OF BRAND AMBASSADORS


    To stand out from the clutter

    Image polishing
    Celebrity as a persuasive source Improves the level of product recall Strong impact on learning style and memory Underpin global campaigns

    CONS OF BRANDS AMBASSADORS


    1. Negative publicity

    2. Overshadowing
    3. Overexposure

    4. Extinction
    5. Celebrity Trap

    6. Celebrity credibility

    Conclusion
    Before choosing the Brand ambassadors the

    marketer has to decide how far the benefits outweigh the risks associated. Because it can create a buzz and make a consumer feel better about the product but it can not itself guarantee sales.

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