Brand ambassadors
Download as PPTX, PDF2 likes5,385 views
This document discusses the use of celebrity endorsements in brand promotion. It notes that brands pay celebrities to promote their products to take advantage of the celebrities' popularity and influence over consumers. An effective brand ambassador will have personality traits that align well with the brand and motivate customers to purchase products. The match between celebrity and brand is important for the endorsement to be successful at influencing customer decisions and increasing sales.
Brand ambassadors
- 1. CELEBRITY ENDORSEMENT •BRAND AMBASSADORS TOWARDS PRODUCT PROMOTION BY: A.DEEPAK RAM(13MB208) P.SAI AMRITH (13MB216) •A.DE
- 4. CAMPAIGNS TOWARDS SOCIETY: 1.TARGET CUSTOMERS 2.CAPTURE MARKET SHARES 3.PENETRATE MARKETS 4.LAUNCH ON ATTACK ON COMPETITORS 5.MARKET DOMINATION 1.TARGET CUSTOMERS 2.CAPTURE MARKET SHARES 3.PENETRATE MARKETS 4.LAUNCH ON ATTACK ON COMPETITORS 5.MARKET DOMINATION
- 5. Creating a leadership brand ambassador…..
- 6. EVOLVING THINKING Leadership: Principles and competencies: Posses knowledge, skill and ability Results: Leadership is about getting results Brand: Leadership is an identity throughout the organization Leadership is not a person but a brand Leader is not a person but a brand ambassador
- 7. LEADERSHIP BRAND AMBASSADORS Character :Honesty, trust, commitment, consistency (Develop and sustain market positions) Endeavor: Strategic clarity, innovative and decisive(Social responsibility) People respect: brings out the humanness and elevates the environment in which we work Communications: Simple and compelling – connect emotionally with customers(Cross borders, geographical and cultural)
- 8. What makes a successful leadership in brand ambassador?
- 9. Brand ambassadors Who spreads the word about their products Brand personality • Confident, lively, approachable, trustworthy, leader, contemporary. • strong group influence, must figure out how to reach people within a reference group, because of special skill,knowledge,personality,or other characteristics, exerts social influence on others. Brand ambassadors personality traits 1.Sincerity 2.Excitement 3.Competence 4.Sophistication 5.Ruggedness Brand Name,term,sign,symbol or design or combination of these. •Branding add value to product. •Speaks about quality & consistency.
- 10. Tiger Woods brandishing a TAG Heuer watch or let it be Nicole Kidman in Chanel adverts, companies all over the world willingly pay big bucks to celebrities in order to have a famous face associated with their products.
- 11. Why Celebrities ? •Celebrity endorsement helps to position and re-position existing brands. •Brings global awareness to a brand. •Promote a brand’s product and appeal. •Contributes extensive PR advantage and opportunities for brands. •All about transferring the value from a person to the product he/she endorses. •Can be used in several ways to endorse a luxury fashion brand or show an association with the brand •Famous personalities are a major influence for our lifestyles so we always read the news related to what they wear. Six uses of celebrity endorsement • Establishes Credibility • Attracts Attention • Associative Benefit • Psychographic Connect • Demographic Connect
- 12. BRANDS AND THE CELEBRITIES Indians like to associate themselves with their icons. Brand Ambassadors bring their endorsements into limelight. The trick of the company Brand Ambassadors became attention grabber..
- 13. •Mostly, celebrities promote clothing brands or footwear or perfume lines. Celebrity’s brands usually have high sales because people enjoy adapting famous people’s style. • A brand ambassador is a celebrity used to help advertise a product or service. • They motivate consumers. • They increase awareness. • They create positive feelings towards brands, connect user to brand. • They are used as fire fighters.
- 14. 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.
- 15. Different stages of consumer purchase decision making Problem Recognition Information Search Generation of Alternatives Evaluation of Alternatives Purchase Decision Post Purchase Decision BRAND AMBASSADOR CONSUMER
- 16. Influence of celebrity endorsee on purchase decision Agree Disagree Strongly Agree Strongly Disagree Undecided 42% 26% 15% 6% 11%
- 17. Establishing a Perfect Match Effectiveness depends on the existence of a 'fit‘ Effective match: Reid & Taylor and Amitabh Bachhan, Accenture and Tiger Woods
- 18. Brand ambassador is not only about a personality to achieve marketing of the product .It should make your customer believe that your business is the perfect solution for their needs and the best choice in this tough competition.
- 19. 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. .
- 20. Revolutionized the psychological trend of using Cadbury from 5-55age group. ‘A gift that helps foster relationships’.
- 21. In 1980's Kapil dev was used for "Boost" energy drink Television ads. In 1990's Sachin Tendulkar replaced Kapil. Now, Mahendra Singh Dhoni replaced Tendulkar.
- 22. Cadbury Celebrations has been driving the message of ‘A gift that helps foster relationships’ ‘Coca-Cola Open Happiness’ is all about inviting all type of people to welcome small moments of joy & happiness into their lives
- 23. CONCLUSION : • Brand ambassador provide a vehicle for customers to express their own identity. • He is a metaphor who suggests the kind of relationship that customer has with brand. • He must serve to represent and cue functional benefits and product attributes well.
- 24. THANK YOU....