A brand ambassador is a celebrity or an attractive or interesting person that is used to help advertise a product or service.
A company achieves some clear-cut goals by using a brand ambassador. It works out in building brand loyalty, as the consumer may have interest on that particular celebrity. So when he or she would see that celebrity on an advertisement, then that person could get motivated to use that product or service, as his or her favorite person is involved
Pepsico India Holdings (Frito-Lay Division) has announced Kareena Kapoor as the new brand ambassador for its snack food products. Kareena shall join the elite list of Saif Ali Khan, Juhi Chawla and MS Dhoni as brand ambassadors for Pepsico's snack food products.
The brand ambassador in many ways is meant to do different things for brands at different times in their brand life cycles. While Lux uses endorsers who are reigning actresses of the day, every endorser gives the brand back its key proposition of `the beauty soap of the film stars' (`filmi sitaron ke soundarya sabun') a plug and a boost! There is indeed a queue among film starlets of every kind to be featured in a Lux ad. It is a sort of sign that they have arrived in Bollywood!
Brand endorsement is a way to go! A way to get your brand noticed amidst all the clutter that brands create in the marketplace. Amidst all the noise and hype that brands indulge in so very freely. Brand endorsement is possibly the best way to get the awareness rating of your brand up there in the stratosphere of a clutter-free terrain, otherwise unattainable with the me-too strategies of the marketer at large.
The brand ambassador tactic therefore works in categories where the focus is solus. Look at the use of Ustaad Zakir Hussain by Taj Mahal t ...