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Role of Brand Ambassadors in Boosting Product Awareness
In a competitive marketing environment, the marketers stick to multiple methods to increase the product awareness and to capture the attention of the new or prospective customers.
The role brand ambassadors have to pay in this is very important. As the brands get automatically attached with the celebrity endorsing the brand, the success and popularity achieved by the brand depends heavily on the brand ambassador selected.
The success of the brand ambassador depends on the levels of association and attention achieved when the celebrity gets coupled with the product. The role of a brand ambassador is mainly categorized as four namely to gather attention, to create association, to develop aspiration and to provide assurance to the brand.
Newly launched brands and products get the maximum exposure and attention when they are coupled with a shining celebrity. The acceptance of the celebrity gets reflected in the approach of the people towards the brand which in turn proves to be highly beneficial for the brand.
The potential customers start viewing the brand in association with the brand ambassador and as a result, the positive trademarks of the brand ambassador get transferred to the brand. The dark side is if the brand ambassador is wrongly chosen, the brand will have to pay the price in terms of negative image getting created.
Brand ambassadors assure the customers to believe in the credibility of the brand. The high levels of positive image of the chosen brand ambassador are used to provide assurance to the customer on the performance of the brand.
The need for a brand ambassador is less in the case of a product or brand which enjoys a good market share and the competition is comparatively less. But for a brand which has its presence in multiple segments and competes high with other market share eating brands, the need for a brand ambassador is very high.
The challenger brands use the help of brand ambassadors to the maximum to leverage the positive outlooks of the celebrity to boost sales and to build a good acceptance level among the customers. Some brands stick to single brand ambassadors while some others use multiple brand ambassadors to market the product.