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7 things to keep in mind beforeyou choose a brand ambassador for your product
Who is a Brand Ambassador A 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 AmbassadorsAccording to the TAM report of 2011, the list of topten brand ambassadors in India during Cricket worldcup 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 Clooney’s five year association with Omega is probably the most ideal endorsement. He’s 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 don’t 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 Brand The brand ambassador must be somebody who embodies the core values and characteristics of the brand. For example, Lance Armstrong’s association with Livestrong and Nike is a well crafted relationship. Inspirational to some, motivational to others, Livestrong was a brand forged around Lance Armstrong’s personality, on his road to recovery.
Should match the personality of the target market Your choice of ambassador must be rooted in the personality of your target market and of the brand you are trying to market. Virat Kohli’s 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 inspiring A 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 Tendulkar’s 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 image Decide 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 Lifestyle You aren’t just selling a product; you’re 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.