Brand ambassador

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Footballer Jens Lehmann speaking in his capacity as the brand ambassador of German tool company Schunk Jens Lehmann als Markenbotschafter Testimonial von SCHUNK.jpg
Footballer Jens Lehmann speaking in his capacity as the brand ambassador of German tool company Schunk

A brand ambassador (sometimes also called a corporate ambassador) is a person engaged by an organization or company to represent its brand in a positive light, helping to increase brand awareness and sales. The brand ambassador is meant to embody the corporate identity in appearance, demeanor, values and ethics. [1] The key element of brand ambassadors is their ability to use promotional strategies that will strengthen the customer-product-service relationship, influence a large audience to buy and consume more.

Contents

Predominantly, a brand ambassador is known as a positive spokesperson, an opinion leader or a community influencer, appointed as an internal or external agent to boost product or service sales and create brand awareness. Today, "brand ambassador" as a term has expanded beyond celebrity branding to self-branding or personal brand management. Professional figures, such as good-will and non-profit ambassadors, promotional models, testimonials and brand advocates have formed as an extension of the same concept, taking into account the requirements of every company.

The term brand ambassador loosely refers to a commodity which covers all types of event staff, varying between trade show hosts, in-store promotional members and street teams. [2] Previously, the job of a brand ambassador was undertaken typically by a celebrity or a public figure, who get paid adequately for their time and effort. Nowadays however, a brand ambassador can be anyone who has knowledge or can identify certain needs of the brand. The fashion industry still solely rely on celebrity clientele in order to remain brand ambassadors. [3] Furthermore, brand ambassadors are considered to be the key salesperson for a product or service on offer. They must remain well-informed when it comes to the brand they are representing, due to their nature of being the go-to person when questions arise from consumers. [4] The brand ambassador's job is to drive results through communication tools either publicly, such as social media, or privately including emails, messaging and further one-to-one channels. [3]

History

Rise of brand managers

The concepts of brands and brand marketing have evolved over decades. Traditionally, consumers were familiar with only a few products that were available in the market. Beginning from the 1870s a number of companies began pushing 'branded products,' which familiarized consumers with more brands. From 1915 through the 1920s, manufacturer brands were established and developed further, which increased companies' reliance on brand advertising and marketing. However, the Great Depression led to a severe drawback in brand progress, as companies were left with few ways to increase revenue and get their business back on track. For the sake of their brand and survival in a hopeless market, companies such as Procter and Gamble, General Foods and Unilever developed the discipline of brand management. The "brand manager system" refers to the type of organizational structure in which brands or products are assigned to managers who are responsible for their performance. [5]

Era of change

From the early- to mid-1950s to the mid-1960s, more firms moved toward adopting brand managers. The sudden boom in the economy, followed by a growing middle class population and birth rate, increased the demand for products within the market. This led to a steady competition among a number of manufacturers who found it hard to get their products noticed amidst the pre-existing brands. By the year 1967, 84% of large consumer packaged goods manufacturers had brand managers. [5] Brand managers were also being referred to as "product managers" whose sole priority shifted from simply brand building to boosting up the company's sales and profit margin. "The product manager is man of the hour in marketing organizations.... Modern marketing needs the product manager," raved one 1960s article. [6]

Over the course of several years, brand managers continued to exist as a medium that would help boost company revenue. In the 1990s, Marketing UK highlighted that brand managers are a part of an "outdated organizational system" while "the brand manager system has encouraged brand proliferation, which in turn has led to debilitating cannibalization and resource constraints." [7]

Evolution of brand managers to brand ambassadors

From the 1990s to early 2000s, brand management itself evolved as brand asset management. Davis defined Brand Asset Management Strategy as "a balanced investment approach for building the meaning of the brand, communicating it internally and externally, and leveraging it to increase brand profitability, brand asset value, and brand returns over time." [8]

College campus brand ambassadors

In the early 1990s marketing companies like American Guerilla Marketing LLC were the first to utilize campus ambassadors (also known as "brand representatives" and "brand ambassadors") college students who spread the word about the company that they represent. The goal of campus ambassadors is to help the company with marketing programs on campus to target the college demographic. This can be achieved by throwing events, hosting workshops, and utilizing social media to promote the brand or company. [9] College campus brand ambassadors not only can market products or services through either events, workshops or social media. They can market through what others may say is more affective and better for the long run, which is marketing by word of mouth. Word-of-mouth marketing was the next-most-popular method of promotion – 75% of ambassadors said they used it, and 73% of them said it was a successful method of promotion. Just over 50% of the campus ambassadors we surveyed said that they hosted events for their company, but only 55% of them said that this was a successful. [10] Word by mouth plays a big part in marketing because the company brand, product or service is being passed down by people who most likely know each other and are close to. This increases the chances of people taking action and buying that said product or service. In addition, students are more willing to take on the position as a campus ambassador because of the experiences gained. Student ambassador offers students a chance to grow their leadership and communication skills, and inspire other students to take a more active role in representing the school. Eager prospective students might also be interested in joining the program. This offers yet another incentive for students to apply to your institution. It can also add value to your current students’ experience. [11]

Employee brand ambassadors

Many companies value positively that their employees develop their personal brand so that it has a beneficial impact on the company's reputation. According to Alberto Chinchilla Abadías "it is advisable that the company train its workers and managers in communication and digital skills in order to effectively use these technologies." [12]

Contemporary terms

Celebrity branding

Using celebrities as brand ambassadors is not a new concept. Creswell highlights that, "film stars in the 1940s posed for cigarette companies, and Bob Hope pitched American Express in the late 1950s. Joe Namath slipped into Hanes pantyhose in the 1970s, and Bill Cosby jiggled for Jell-O for three decades. Sports icons like Michael Jordan and Tiger Woods elevated the practice, often scoring more in endorsement and licensing dollars than from their actual sports earnings." [13]

Large corporations realized that the overall image of a brand ambassador within society is an integral element in attracting consumer attention. As a result, there was a substantial increase in the role of celebrities as brand ambassadors. It was assumed that integrating a celebrity to a brand would increase chances of it being sold, which made companies value the business ideal of a "brand ambassador". The case study of the famous watch brand Omega, illustrates that the brand faced a severe crash in sales in the 1970s due to the Japanese Quartz phenomenon. Michael believes that, "by the time Omega had seen the error of its ways, the damage to its reputation was done. From the 1970s to the end of the 1990s, it was no longer seen as a luxury watch company." [14] It was then for the first time in 1995, that Cindy Crawford became the new face of Omega, introducing the age of the celebrity brand ambassador. The man behind this marketing ploy was believed to be Jean-Claude Biver, whose strategy changed the entire landscape for branding. During this time, many companies expanded their annual budgets to meet the financial liabilities that came with celebrity endorsements.

Celebrities are popular and followed by many people so it makes sense that marketers benefit from using them in order to get their message across. A celebrity can capture consumers' attention, link the brand with their own personal image, and associate their positive attributes with those of the product concerned. However, in some cases celebrity branding could go wrong and affect product revenue. For example, doping charges against Lance Armstrong cost him $30 million in endorsements and he stepped down as the chairman of Livestrong. Nike – who sponsored Armstrong and the U.S. cycling team – stated in a press release," due to the seemingly insurmountable evidence that Lance Armstrong participated in doping and misled Nike for more than a decade, it is with great sadness that we have terminated our contract with him." [15]

Self-branding

According to Giriharidas,"the personal-branding field or self-brand traces its origins to the 1997 essay "The Brand Called You," by the management expert Tom Peters." [16] Contemporary theories of branding suggest that brand ambassadors do not need to have a formal relationship with a company in order to promote its products/services[ clarification needed ]. In particular the Web 2.0 allows all individuals to choose a brand and come up with their own strategies to represent it[ citation needed ]. Biro believes that "everyone owns their own personal brand. Companies and leadership must see the value of this concept for a successful social workplace recipe. If a brand ambassador chooses to represent the company and/or its brands, the individual should do so in a transparent way." [17] Self-branding is an effective way to help new businesses save the hassle of hiring brand ambassadors, training them and then realizing they are not good enough for the company. In addition, it is an effective tool in order to target a niche audience and allows one to take sole control of their own brand representation. On the other hand, branding one's own product/service creates an instant connection with the audience and helps the brand stand out in comparison to other known brands that use popular celebrities or hire brand ambassadors. Reis propagates her branding mantra, "think about other people. Think about the impressions you are making on friends, neighbors, business associates. Think about your brand." [18] Creating a personal branding strategy is an effective way to attract audience attention. She gives the example of Marissa Mayer, CEO Yahoo. According to Laura Ries, Marissa is successful because she has what most people don't – "she has a brand."

Self-branding or personal branding is a way in which an individual may promote or build their reputation. Wheeler also highlights how sending an email can contribute towards an individual's personal brand and how personal branding has become important over the past few years due to the increase of self-employed individuals. [19] The importance of personal branding increasingly rises due to modern audiences often trusting people as opposed to corporations. This falls down to the fact that audience members tend to believe that corporate organizations only have the final sales of product in mind as opposed to the publics interest instead. [20] Furthermore, a personal brand is also a clear indication of who someone is and what best features they can offer, showing employees or clients what they could expect. [21] The promotion of a personal brand is also a key part of creating and building a successful network of contacts, which in itself can lead to more business and future clients. [20]

Professional figures

Goodwill ambassador

Goodwill Ambassador is a post-nominal title of authority bestowed by a head of state or the secretariat of an INGO; it is also a job description and position of an individual linked to the promotion of non-profit causes. The primary function of a goodwill ambassador is to help organizations advocate their mission. Predominantly, goodwill ambassadors are celebrity activists or known personalities, who use their fame and talents to secure funding, solicit donations, encourage volunteers to participate and raise awareness of the organization's cause. Celebrities or known personalities are picked according to the organizations' intended audience and if fully invested in the cause they are promoting can greatly influence the process of persuading others and attracting attention towards a world issue. Goodwill ambassadors make widely publicized visits to the world's most troubled regions, and make appeals on behalf of their people and the organization. The United Nations goodwill ambassadors include famous celebrities like Angelina Jolie for UNHCR, David Beckham and Shakira for UNICEF, Christina Aguilera for WFP and Nicole Kidman for UN Women.

Promotional model

A promotional model is a type of a spokesmodel, trade show model and convention model. These models carry out functions beyond representation of the company in a positive light. The main difference between a brand ambassador and a promotional model is in the way they represent the product/service. In many cases, unlike brand ambassadors, a promotional model may give the audience an experience that reflects the product or service being branded. Promotional models are required to be present at the venue as per the requirements of the marketing campaign, however brand ambassadors are most often referred to as the 'face of the brand' [ citation needed ]. Promotional models are most often found in trade shows exhibits (in some cases referred to as "booth babes"), conventions and in print, digital or selected advertisements for the brand. The use of so-called "booth babe" models at trade show exhibits and conventions has been criticized by some. [22]

Testimonial

Testimonial is simply a way of conveying assurance, in this case assurance is provided by the testimonial of the company or product/service in question in a written or spoken manner. A testimonial does not advertise the product freely unlike the role of the brand ambassador. A brand ambassador performs the function of a testimonial but a testimonial is not a brand ambassador. By simply providing a testimonial for a product/service, one need not be an ambassador for the same. For example, a customer can be a testimonial, since a testimony could be formal or informal "word of mouth" advocating the positive facets of the product. On the other hand, a consumer could not always be brand ambassador, since the latter is more commercial and is often considered as a position bound by monetary and professional liabilities. To a certain degree, celebrity endorsements provide testimonials for the product/service they are marketing. However, with the advent of the digital age testimonials have reached an all-time high. A large number of websites feature a "go to" tab where one can put down reviews or testimonials for the product/service. This has led to an increase in fake reviews, where companies have chosen to pay people to get their positive feedback. According to a study conducted by the research firm Gartner, "one in seven reviews/testimonials posted online by the end of next year is likely to be false. Other estimates put the number as high as one in three." [23] However, on the flip side, the power of a customer's story has been proven to increase web traffic and conversions. But in this case, you would have customers who are building genuine relationships and showing that they're so passionate about your brand that it actually is part of their identity. [24] If you're open to the possibilities, it isn't difficult to find activities that the company is comfortable with and customers are excited to be a part of. Shofar's Furniture implemented a brand ambassador program and had phenomenal results that increased their site traffic 4000%. And this doesn't mean that the company doesn't have access or also utilize these channels; it's a partnership of voices to leverage influence and networks from customers too. [24]

Brand advocate

Fuggetta highlights that a brand advocate is a marketing term for "highly satisfied customers and others who go out of their way to actively promote the products they love and care about, they are a different breed altogether. [25] " Further, he states that they are 50% more influential than an average customer. Often a positive experience with a brand, successful customer-service relationship motivates a brand advocate to express their positive feelings towards a brand. Traditionally, a brand advocate [26] would sing praises of a brand and this would circulate through 'word of mouth' or other similar channels. However, in the digital age social media tools have allowed brand advocates to express themselves on forums such as Twitter, Facebook by 'tweeting' about a brand experience or 'liking' the brand itself. Rubin believes, "when customers seek you out via social media, they're looking for an opportunity to build an emotional connection. So give it to them." [27]

See also

Related Research Articles

<span class="mw-page-title-main">Marketing</span> Study and process of exploring, creating, and delivering value to customers

Marketing is the act of satisfying and retaining customers. It is one of the primary components of business management and commerce.

<span class="mw-page-title-main">Guerrilla marketing</span> Unconventional advertising strategy

Guerrilla marketing is an advertisement strategy in which a company uses surprise and/or unconventional interactions in order to promote a product or service. It is a type of publicity. The term was popularized by Jay Conrad Levinson's 1984 book Guerrilla Marketing.

In marketing, brand management begins with an analysis on how a brand is currently perceived in the market, proceeds to planning how the brand should be perceived if it is to achieve its objectives and continues with ensuring that the brand is perceived as planned and secures its objectives. Developing a good relationship with target markets is essential for brand management. Tangible elements of brand management include the product itself; its look, price, and packaging, etc. The intangible elements are the experiences that the target markets share with the brand, and also the relationships they have with the brand. A brand manager would oversee all aspects of the consumer's brand association as well as relationships with members of the supply chain.

<span class="mw-page-title-main">Testimonial</span> Statement extolling the virtue of a product or person

In promotion and advertising, a testimonial or show consists of a person's written or spoken statement extolling the virtue of a product. The term "testimonial" most commonly applies to the sales-pitches attributed to ordinary citizens, whereas the word "endorsement" usually applies to pitches by celebrities. Testimonials can be part of communal marketing.

Marketing communications refers to the use of different marketing channels and tools in combination. Marketing communication channels focus on how businesses communicate a message to their desired market, or the market in general. It is also in charge of the internal communications of the organization. Marketing communication tools include advertising, personal selling, direct marketing, sponsorship, communication, public relations, social media, customer journey and promotion.

In marketing, promotion refers to any type of marketing communication used to inform target audiences of the relative merits of a product, service, brand or issue, persuasively. It helps marketers to create a distinctive place in customers' mind, it can be either a cognitive or emotional route. The aim of promotion is to increase brand awareness, create interest, generate sales or create brand loyalty. It is one of the basic elements of the market mix, which includes the four Ps, i.e., product, price, place, and promotion.

<span class="mw-page-title-main">Advertising campaign</span> Advertisements based on a theme

An advertising campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). An IMC is a platform in which a group of people can group their ideas, beliefs, and concepts into one large media base. Advertising campaigns utilize diverse media channels over a particular time frame and target identified audiences.

In marketing and consumer behaviour, brand loyalty describes a consumer's persistent positive feelings towards a familiar brand and their dedication to purchasing the brand's products and/or services repeatedly regardless of deficiencies, a competitor's actions, or changes in the market environment. It can also be demonstrated with other behaviors such as positive word-of-mouth advocacy. Corporate brand loyalty is where an individual buys products from the same manufacturer repeatedly and without wavering, rather than from other suppliers. Loyalty implies dedication and should not be confused with habit, its less-than-emotional engagement and commitment. Businesses whose financial and ethical values rest in large part on their brand loyalty are said to use the loyalty business model.

Celebrity branding or celebrity endorsement is a form of advertising campaign or marketing strategy which uses a celebrity's fame or social status to promote a product, brand or service, or to raise awareness about an issue. Marketers use celebrity endorsers in hopes that the positive image of the celebrity endorser will be passed on to the product's or brand's image. Non-profit organizations also use celebrities since a celebrity's frequent mass media coverage reaches a wider audience, thus making celebrities an effective ingredient in fundraising.

The target audience is the intended audience or readership of a publication, advertisement, or other message catered specifically to the previously intended audience. In marketing and advertising, the target audience is a particular group of consumer within the predetermined target market, identified as the targets or recipients for a particular advertisement or message.

<span class="mw-page-title-main">Influencer marketing</span> Type of social media marketing

Influencer marketing is a form of social media marketing involving endorsements and product placement from influencers, people and organizations who have a purported expert level of knowledge or social influence in their field. Influencers are someone with the power to affect the buying habits or quantifiable actions of others by uploading some form of original—often sponsored—content to social media platforms like Instagram, YouTube, Snapchat, TikTok or other online channels. Influencer marketing is when a brand enrolls influencers who have an established credibility and audience on social media platforms to discuss or mention the brand in a social media post. Influencer content may be framed as testimonial advertising.

<span class="mw-page-title-main">Digital marketing</span> Marketing of products or services using digital technologies or digital tools

Digital marketing is the component of marketing that uses the Internet and online-based digital technologies such as desktop computers, mobile phones, and other digital media and platforms to promote products and services. It has significantly transformed the way brands and businesses utilize technology for marketing since the 1990s and 2000s. As digital platforms became increasingly incorporated into marketing plans and everyday life, and as people increasingly used digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent, employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e-books, and optical disks and games have become commonplace. Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones, callbacks, and on-hold mobile ringtones. The extension to non-Internet channels differentiates digital marketing from online marketing.

A touchpoint can be defined as any way consumers can interact with a business organization, whether person-to-person, through a website, an app or any form of communication. When consumers connect with these touchpoints they can consider their perceptions of the business and form an opinion.

Brand awareness is the extent to which customers are able to recall or recognize a brand under different conditions. Brand awareness is one of two dimensions from brand knowledge, an associative network memory model. It is a key consideration in consumer behavior, advertising management, and brand management. The consumer's ability to recognize or recall a brand is central to purchasing decision-making because purchasing cannot proceed unless a consumer is first aware of a product category and a brand within that category. Awareness does not necessarily mean that the consumer must be able to recall a specific brand name, but they must be able to recall enough distinguishing features for purchasing to proceed. Creating brand awareness is the main step in advertising a new product or bringing back the older brand in light.

<span class="mw-page-title-main">Content marketing</span> Form of marketing focused on creating content for a targeted audience online

Content marketing is a form of marketing focused on creating, publishing, and distributing content for a targeted audience online. It is often used in order to achieve the following business goals: attract attention and generate leads, expand their customer base, generate or increase online sales, increase brand awareness or credibility, and engage a community of online users. Content marketing attracts new customers by creating and sharing valuable free content as well as by helping companies create sustainable brand loyalty, providing valuable information to consumers, and creating a willingness to purchase products from the company in the future.

Customer experience, sometimes abbreviated to CX, is the totality of cognitive, affective, sensory, and behavioral customer responses during all stages of the consumption process including pre-purchase, consumption, and post-purchase stages.

<span class="mw-page-title-main">Social media marketing</span> Promotion of products or services on social media

Social media marketing is the use of social media platforms and websites to promote a product or service. Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers.

<span class="mw-page-title-main">Sports marketing</span> Marketing strategy for sporting products

Sports marketing as a concept has established itself as a branch of marketing over the past few decades; however, a generally accepted definition does not exist. Academicians Kaser and Oelkers define sports marketing as 'using sports to market products'. It is a specific application of marketing principles and processes to sport products and to the marketing of non- sports products through association with sport.

Word-of-mouth marketing is the communication between consumers about a product, service, or company in which the sources are considered independent of direct commercial influence that has been actively influenced or encouraged as a marketing effort. While it is difficult to truly control word of mouth communication, there are three generic avenues to 'manage' word of mouth communication for the purpose of word-of-mouth marketing, including:

Online presence management is the process of creating and promoting traffic to a personal or professional brand online. This process combines web design, development, blogging, search engine optimization, pay-per-click marketing, reputation management, directory listings, social media, link sharing, and other avenues to create a long-term positive presence for a person, organization, or product in search engines and on the web in general.

References

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