Who are the real Brand ambassadors
Who
are the real Brand Ambassadors?
We
often see celebrities being roped in by
Brands and being paid millions to represent and advocate their products. There
are many instances of endorsements
quickly fading out of recall or
endorsements not translating to sales – Be it, the Kareena Kapoor advocating
Sony Viao or Salman Khan launching blackberry’s Playbook tablet or even Deepika
Padukone for the HP slate. This time around, even the 2016 US Elections has
probably been a platform more than ever before for Celebrity branding. Equally,
there are enough instances where Celebrity branding has gone terribly wrong
both Internationally and in India and transcient entertainment value is all
that the millions spent would have delivered in terms of value add to the brand
, thus, leaving some thought provoking questions behind .
·
No doubt
celebrity branding to a large extent helps in reaching out to the masses
through Television and Social Media and also in trying to create an image
whereby masses can relate themselves to superstars presumably by using that
product.
- But are they the ultimate brand ambassadors or more appropriately rather advocates who endorse brands by virtue of their personal fame and for a price
- Are the public or the masses really able to relate the celebrity image, credibility and personality to the brand’s underlying ethos and values in any significant way to create a sustainable recall?
- How much does the fame and fall of the Celebrity impact on the sustainable brand value quotient over a period?
- How well thought out is the Strategy in selection of a Celebrity to endorse the Brand?
- Finally, is Celebrity branding an ultimate substitute to a host of other organic brand ambassadors in the Company ecosystem who play crucial role in defining Brand life cycle?
- One is the Satisfied Customer whose customer experiences makes him go that extra mile to endorse the brand widely and without expectations and unfortunately ,rarely is this most valuable endorsement factored into the pricing mechanism.
- Two, employees ,not just sales and marketing team but also the employees who are not exposed to the external environment directly ,can make or break the brand value when it comes to playing their role across various stages in the value chain . Past employees are no exception in ability to influence a brand significantly and so cannot be taken for granted .
- Organic and Natural ambassadors have no substitutes in beingable to reach out on a sustainable basis .
Brandhorizon
is an International Brand consultancy firm that offers a One Stop shop for your entire Branding needs . We pay
attention to every detail across value chain that matters in Brand building . We
can help you
- Co create Brand strategy using Consumer Insights and Customer Experience Journey
- Devise an Integrated International
branding and marketing strategy
- Establish and strengthen your online
presence through Content
Marketing
- Manage
metrics for your Brand investments
For more
details ,visit http://www.brandhorizon.net/brand-management-services .You can reachus@brandhorizon.net
or Contact us at http://www.brandhorizon.net/contact