this slide describe the role of brand ambassador helps in building strong brand equity .and how helps in creating brand awareness and brand recall.and described in cbbe model...impact of brand ambassador in CBBE model

1. ROLE OF BRAND
AMBASSADOR IN BUILDING
STRONG BRAND EQUIRY
BY
DEBASIS SAHOO
DEPT. OF BUSINESS MANAGEMENT
16/06/DBM/06

2. SCOPE OF STUDY
The brand are endorsing premium brand ambassador for there promotion of there
product.
The study based on whether the brand ambassador has a significant role for creating a
strong brand equity or not?
Whether the invest on brand ambassadors worth or not?

3. OBJECTIVE
• PRIMARY OBJECTIVE
To determine the impact of brand ambassador on consumer brand perception
and brand equity
• SECONDARY OBJECTIVES
To study whether the consumer behavior influenced by brand
ambassadors.
 To study whether the personality of brand ambassadors is converted to
the brand personality.
To study whether the consumer feel the same for the brand as well as
brand ambassadors
To study how much the brand ambassadors represent the brand.
To identify the influence of celebrity endorsement on consumer buying
behavior.

4. BRAND
Brand is the identity of a specific product, service,
or business. A brand can take many forms, including
a name, sign, symbol, color combination or slogan.

5. BRAND AMBASSADOR
A brand ambassador is a person who is hired by
an organization or company to represent a brand in
a positive light and by doing so help to increase
brand awareness and sales

6. BRAND EQUITY
•Brand equity is a marketing term that describes a brand’s
value. That value is determined by consumer perception of
and experiences with the brand.

7. CBBE MODEL

8. RESEARCH METHODOLOGY
Data source-primary data
Sampling method-convenience sampling
Sample size-50 respondent
Questionnaires are collected by using google form. This question
contain how the consumer behaviour influenced by Brand
ambassador . I have taken Amitabh bachchan and Virat kohli as brand
ambassador and tried to explore the impact of Amitabh bachchan and
Virat kohli on their endorsed brand.

9. DATAANALYSIS
• Consumer behaviour on brand ambassador
What factor affects your buying behavior towards
a purchase?
Would you buy a brand if your favorite celebrity is
endorsing it?

10. Amitabh bachchan
22%-durable 50%-reliable
40%-reliable 20%-excitement
32%-value for money
PERFORMANCE IMAGERY
SALIENCE 54%-Emami Navratna
26%-Maggi
20% -Cadbury
28%-believe in product 40% -love
38%-better quality 34% excitement
16%-warmth
JUDGEMENT FEELINGS
58%-loyal
28%Sense of community
RESONANCE

11. Virat kohli
22%-durable 36%-reliable
38%-reliable 20%-excitement
34%-value for money 24%-sincerity
PERFORMANCE IMAGERY
SALIENCE 50%-Vicks
38%-Puma
12% -Colgate
28%-believe in product 22% -love
44%-better quality 24% excitement
34%-warmth
JUDGEMENT FEELINGS
56%-loyal
20%Sense of community
RESONANCE

12. SUGGESTION
Make more qualitative product than competitor.
Gain more trust
Must provide more feature and value to the product
Endorsed such celebrity who is fit to the product.

13. CONCLUSION
The brand salience is the creation of awareness regarding the
brand. Awareness regarding a brand can be created in the consumer through various overt
and covert medium which help in the recognition and recall of the brand.
Association of the brand with a brand ambassador helps in not only reinforcing the depth and
breadth of awareness regarding the brand but also helps the brand to advance along the
emotional
path creating an imagery for the brand through a personality and association of the consumer
with
the image results in the feelings towards the brand.