Advantages And Disadvantages Of Brand Ambassadors

Advantages And Disadvantages Of Brand Ambassadors

INTRODUCTION



A brand is essentially a business's product or service combined with its unique positioning. All brands stand for something in the consumers' eyes, and what a brand stands for is vitally important for the success of its business. Many of the top brands have brand ambassadors who promote them (for a fee of course) so Shahrukh Khan represents TAG Heuer ,Pepsodent and Sunfeast ,among others, while Aishwarya Rai is the brand ambassador for L'Oreal, and Kareena Kapoor for Head and Shoulders. So, a brand ambassador could well be summed up as follows– A brand ambassador is a well–connected person or a celebrity who is used to promote and advertise a product or service.

Firms may sign celebrities as brand ambassadors for a variety of ... Show more content on Helpwriting.net ...Here's why:

The reputation of the celebrity may derogate after he/she has endorsed the product: Pepsi Cola's suffered with three tarnished celebrities – Mike Tyson, Madonna, and Michael Jackson. Since the behaviour of the celebrities reflects on the brand, celebrity endorsers may at times become liabilities to the brands they endorse.

The vampire effect: This terminology pertains to the issue of a celebrity overshadowing the brand. For example, campaigns of Dawn French–Cable Association and Leonard Rossiter–Cinzano. Both of these campaigns were later dumped due to celebrities getting in the way of effective communication.

Inconsistency in the professional popularity of the celebrity: The celebrity may lose his or her popularity due to some lapse in professional performances. For example, when Tendulkar was going through a prolonged lean patch some time back, the inevitable question that cropped up in corporate circles – is he actually worth it? The 2003 Cricket World Cup also threw up the Shane Warne incident, which made things difficult for Pepsi. With the Australian cricketer testing positive for consuming banned substances and his subsequent withdrawal from the series, right in the middle of the event, PepsiCo – the presenting sponsor of the World Cup 2003 – found itself on an uneasy

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