Brand Ambassador is a
marketing term for a person employed by an
organization or
company
to promote its products or services within the activity known as
branding. The brand ambassador is meant to embody the
corporate identity in appearance, demeanor, values and ethics.[1]
The key element of brand ambassadors lies in their ability to use
promotional strategies that will strengthen the customer-product/service
relationship and influence a large audience to buy and consume more.
Predominantly, a brand ambassador is known as a positive spokesperson
appointed as an internal or external agent to boost product/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.
History
Rise of brand
managers
The concept of brands and brand marketing have evolved over decades.
Traditionally, consumers were familiar with only a few products that
were widely available in the market. Beginning from the 1870s a large
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.[2]
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.[3]
They not only aim towards creating brand awareness within the consumer
market but also coordinating corporate resources.
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.[3]
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 1960's article.[4]
Because so many marketing gurus recommended this strategy, it spread
among a large number of corporations, eventually becoming an overused
managerial fad. For several years to follow, many companies recklessly
hired brand/product managers using the traditional P&G exemplar. Even
though employing a brand manager played an essential role in an
effective marketing strategy, it was often mandated in haste with
unrealistic expectations of prompt results.
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 tum has led to debilitating
cannibalization and resource constraints."[5]
As a result, this system ran its course and was termed as ill-suited for
the current environment.
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.”[6]
Traditional marketing strategies that included brand management focused
on brand managers as the primary spokespersons for the brand. However,
Davis maintains that this model never died down.
In fact, from during the 1990s, this model changed to incorporate
brand champions and ambassadors in place of brand managers. Thus, brand
asset management included a reformed version of brand managers known as
brand ambassadors. A brand ambassador was mainly employed by an
organization to document its products and services in a positive light.
Apart from being an important aspect of marketing and branding
strategies, a brand ambassador has the ability to serve versatile
functions as per the need of the company. Often, they form the face of
the company, business or organization they work for and are looked upon
as a reliable source of information regarding the product. Much like its
predecessor, brand ambassadors need to be carefully selected in order to
serve optimum function for the brand. Since their inception, brand
ambassadors have acted more as "endorsers" or "brand champions" which is
still a relative and evolving term. They serve multiple functions to a
brand and have integrated into various forms that companies can use and
customize according to their needs.
Along with profitability, brand ambassadors focus on establishing
credibility of a product or service amongst the target audience. This
concept is also known as
customer engagement; by keeping the customers satisfied with their
product or service experience, a brand ambassador ensures that these
customers will be loyal to the brand. As a number of marketing
strategies have moved into the digital sphere, so have brand
ambassadors.
Contemporary terms
Celebrity branding
Using celebrities as brand ambassadors is hardly 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."[7]
Large corporations realized that the overall image of a brand
ambassador within society is an integral element to attract consumer
attention. As a result, there was a substantial increase in 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.
Michault 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."[8]
It was then for the first time in 1995, that Ms. 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 in the future. During this time, many companies expanded their
annual budgets to meet the financial liabilities that came with
celebrity endorsing.
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 terribly off the script and affect product revenue.For
example, recent doping charges on Lance Armstrong cost him $30 million
in endorsements. Celebrity, world-famous athlete, he stepped down as the
chairman of
Livestrong. On the other hand, Nike sponsor to the athlete and 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."[9]
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."[10]
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. In particular the Web 2.0 allows all individuals
to choose a brand and come up with their own strategies to represent it.
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."
[11] 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."[12]
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."
Professional
figures
Goodwill
ambassador
A
Goodwill ambassador is an honorary title and often linked with
non-profit related causes. Their primary function is to help
non-profit organizations spread their message across. Predominantly,
goodwill ambassadors are celebrity advocates or known personalities, who
use their fame and talent to get funding, donations, encourage
volunteers to participate and raise awareness towards the organization's
cause. In the past many organizations such as UNESCO have endorsed their
cause through
UNESCO Goodwill Ambassador. These celebrities or known personalities
are picked according to the organizations' intended audience and if
fully invested in the cause they are promoting they can greatly
influence the process of persuading others. Goodwill ambassadors make
widely publicized visits to the world's most troubled regions, and make
appeals on behalf of their people and the organization. For example, the
United Nations Goodwill Ambassadors include famous celebrities like
Angelina Jolie for
UNHCR,
David Beckham,
Shakira
for UNICEF,
Christina Aguilera for
WFP and
Nicole Kidman for
UN
Women.
Promotional model
A
promotional model exists in the form of a spokesmodel, trade show
model and convention model. Each of 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 a live experience
that reflects the product or service being branded. They may be required
to promote the brand at simply one to many occasions while a brand
ambassador is often tied down to one particular brand through the means
of a contract over a period of time.Promotional models are required to
be physically 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. 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 from time to time. Booth babes as promotional models at trade show
exhibits and conventions have attained much criticism. Florence
highlights that the concept of booth babes implies that, “women aren’t
truly welcome in that world, because the moment you objectify something
it isn’t part of anything. It’s just there. It’s just something else to
be consumed. Fundamentally, it depicts a woman as a product."[13]
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."[14]
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.[15]
" 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
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,
they’re looking for an opportunity to build an emotional connection. So
give it to them."[16]
This will help enhance customer engagement and increase brand awareness
among the customers. A brand advocate performs functions higher than
that of a testimonial and much lower than that of a promotional model or
brand ambassador, since brand advocacy implies active participation with
the brand involved. Advocates if formally hired by a company must be
placed in a higher position and looked upon as co-leads; using their
insight, thoughtful marketing approaches, will ensure that a brand gains
recognition in the market.
See also
References
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