Marketing - Brand Ambassador

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Marketing - Brand Ambassador

  1. 1. Brand Ambassador
  2. 6. Creating a leadership brand ambassador…..
  3. 7. Inspire a leadership brand ambassador……
  4. 8. Evolving thinking One way: Have a style and physical attributes Situated: Vary style by situation Principles and competencies: Posses knowledge, skill and ability Leaders Leadership 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
  5. 9. 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 – resonate with customers (Cross borders, geographical and cultural)
  6. 10. We need to use our brand ambassador so they can get some VIRAL BUZZ and our COMMUNITY INFLUENCERS can EVANGELISE the PRODUCT SEEDING and create some SOCIAL MEDIA about it.
  7. 11. What makes a successful leadership in brand ambassador?
  8. 12. <ul><li>Confident, lively, approachable, trustworthy, leader, contemporary. </li></ul><ul><li>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. </li></ul>Brand personality Brand ambassadors Who spreads the word about their products. Brand ambassadors personality traits 1.Sincerity 2.Excitement 3.Competence 4.Sophistication 5.Ruggedness Brand <ul><li>Name,term,sign,symbol or design or combination of these. </li></ul><ul><li>Branding add value to product. </li></ul><ul><li>Speaks about quality & consistency. </li></ul>
  9. 14. 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. . ?
  10. 15. Why Celebrities ? <ul><li>Celebrity endorsement helps to position and re-position existing brands. </li></ul><ul><li>Brings global awareness to a brand. </li></ul><ul><li>Promote a brand’s product and appeal. </li></ul><ul><li>Contributes extensive PR advantage and opportunities for brands. </li></ul><ul><li>All about transferring the value from a person to the product he/she endorses. </li></ul><ul><li>Can be used in several ways to endorse a luxury fashion brand or show an association with the brand </li></ul><ul><li>Famous personalities are a major influence for our lifestyles so we always read the news related to what they wear. </li></ul><ul><li>Establishes Credibility </li></ul><ul><li>Attracts Attention </li></ul><ul><li>Associative Benefit </li></ul><ul><li>Psychographic Connect </li></ul><ul><li>Demographic Connect </li></ul><ul><li>Mass Appeal </li></ul>Six uses of celebrity endorsement
  11. 16. Brands and the Celebrities <ul><li>Indians like to associate themselves with their icons. </li></ul><ul><li>Brand Ambassadors bring their endorsements into limelight. </li></ul><ul><li>The trick of the company </li></ul><ul><li>Brand Ambassadors became attention grabber.. </li></ul>
  12. 17. <ul><li>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. </li></ul><ul><li>A brand ambassador is a celebrity used to help advertise a product or service. </li></ul><ul><li>They motivate consumers. </li></ul><ul><li>They increase awareness. </li></ul><ul><li>They create positive feelings towards brands, connect user to brand. </li></ul><ul><li>They are used as fire fighters . </li></ul>
  13. 18. Indian Consumer Mentality <ul><li>They look up to certain public faces and aspire to be one among them. </li></ul><ul><li>Brand Ambassadors connect with a sense of attachment. </li></ul><ul><li>Brands have temptation to use celebrity ambassadors. </li></ul>
  14. 19. 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
  15. 20. Influence of celebrity endorsee on purchase decision 42% 26 % 6% 15% 11%
  16. 21. <ul><li>Effectiveness depends on the existence of a 'fit‘ </li></ul><ul><li>Effective match: </li></ul><ul><ul><li>Reid & Taylor and Amitabh Bachhan, </li></ul></ul><ul><ul><li>Accenture and Tiger Woods </li></ul></ul>Establishing a Perfect Match <ul><li>Non Effective match: </li></ul>
  17. 22. 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. F OLLOWERS
  18. 23. 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. .
  19. 24. Revolutionized the psychological trend of using Cadbury from 5-55age group. ‘ A gift that helps foster relationships’ .
  20. 25. In 1980's Kapil dev was used for &quot;Boost&quot; energy drink Television ads. In 1990's Sachin Tendulkar replaced Kapil. Now, Mahendra Singh Dhoni replaced Tendulkar.
  21. 26. 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
  22. 27. <ul><li>Brand ambassador is often a sustainable point of differentiation </li></ul><ul><ul><li>Sustainable because it is very difficult to copy a personality. </li></ul></ul><ul><ul><li>Brand ambassador provide a vehicle for customers to express their own identity. </li></ul></ul><ul><ul><li>He is a metaphor who suggests the kind of relationship that customer has with brand. </li></ul></ul><ul><ul><li>And he serve to represent and cue functional benefits and product attributes well. </li></ul></ul>To sum up….

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