Assignment Topic

Team Brand Ambassadors

Student Name: Samadh .A

Roll Number: MIM2123250

Academic Year/ Semester: 1st

Course Name: Master’s in Business Administration

Core course / Elective:

Faculty member in charge: M.S.Siranjeevi

Date of submission: 08.12.2021

INTODUCTION:

Brand ambassadors are an important part of the formula companies and

organizations use in order to help build a solid brand identity and reach consumers
on a consistent basis. This technique humanizes branding and establishes a
relationship with consumers on a level that other strategies such as slogans or
product placement cannot. In this article, we'll explain what a brand ambassador is
and explore what you can expect if you want to become one.

What is a brand ambassador?

A brand ambassador, also known as a brand representative, brand influencer or

corporate ambassador, is a person enlisted by a company to represent their
products and create and maintain a brand identity.

Brand ambassadors often need an established following, usually on social media

platforms, and a consistent brand through their outreach within your
community of followers. However, it is not necessary to already have a following,
as some companies will guide you in creating one after you're hired.

What does a brand ambassador do?

Brand ambassadors are the face commonly associated with the brand and they
are responsible for establishing and maintaining their own image in accordance
with the images and beliefs of their employer. Many brand ambassadors are
expected to maintain a consistent presence on several social media platforms,
write or blog about the brand or product and attend product launches or other
events to represent the brand.

Brand ambassadors must be adept at communication and have the ability

to network like a professional. Brand ambassadors must often work to maintain
the relationship between the brand and customer, and brand and partners or
associate brands. A brand ambassador's primary goal is to increase brand
awareness and sales through such things as:

 Positively representing the brand in a myriad of settings though action and

demeanor
 Cooperating and assisting in content creation (blogs, posts, reviews,
product promotion)
  Utilizing word of mouth marketing to help naturally generate brand
awareness
 Promoting the brand on social media platforms
 Participating in product and event marketing such as launches and
demonstrations
 Communicating with consumers on product feedback and listening for
recommendations
 Being an opinion leader and expert on product

How do brand ambassadors earn money?

The hours and commitment of a brand ambassador vary greatly. They are often
needed after hours and on weekends for promotions. They often work some
holidays for events and are required to take personal time to post or blog. These
variances account for the different modes a brand ambassador can earn a salary.
Many will earn money one of three different ways:

1. Hourly: When attending product launches or promotions, it is typical for

brand ambassadors to be paid according to the time commitment. As such,
their salaries average $17.16 ie 1326.81/- Rs per hour.

2. Commission: In certain instances, companies will pay brand ambassadors

on a commission to incentivize promotion materials and the distributions
of information. They may be paid according to how many leads and new
customers they introduce to the company or according to website traffic.
Often they will earn a percentage of the sales generated from their online
platforms as well.

3. Salary: Depending on job responsibilities, qualifications, time commitment

and contract stipulations, the salary for a brand ambassador can run
anywhere from about $20,000 to $50,000. Ie 1507734/- To 37693350/-Rs.

Important characteristics of a brand ambassador

1. Knowledge and appreciation of marketing

Brand ambassadors usually need a minimum of a high school diploma or

equivalent for entry-level positions, but in some cases, companies will require
some form of higher education. Most companies will want brand ambassadors
to exhibit a keen sense of varied marketing strategies and core principles.
Successful brand ambassadors will display an authentic approach to their
customers and wield their skills via online and social media platforms to engage
with and reach most consumers.

2. Online presence

For many, online platforms are a key vehicle in promoting and maintaining
product awareness. As agents of word-of-mouth marketing, brand ambassadors
must be available to the consumers and community of followers on a consistent
basis. They need to have already established or be able to establish a strong
presence with many followers to optimize their impact on marketing and
customer outreach.

3. Passion

Brand ambassadors must show an authentic passion for their brand and
products. Branding is dependent upon their effective communication of
enthusiasm, which will influence the purchasing patterns of their following. After
having established expertise in the product, consumers will look to a brand
ambassador for advice. The relationship with the consumer will only prove
effective and authentic through passion.

4. Professionalism

As a brand ambassador, you represent a company and their ideals. In your

interactions with individuals, in your behavior and in your attitude, you should
always display an authentic concern for the ideas and feelings of the other
person. Doing so represents the company well and ensures a positive
experience for customers alike. Maintaining a high level of professionalism
through effective networking and asking engaging questions will show genuine
intentions and gain trust.

5. Trustworthiness

Brand ambassadors exist to help a brand create strong, lasting relationships

with customers. Customer loyalty encompasses a large portion of sales.
Ambassadors need to have a passion for the product and brand, but also for
people and building relationships. Maintaining strong bonds with people
maintains a wide customer base while creating a lasting brand identity and
promoting sales. Ultimately, both consumers and brands seek lasting
relationship built on trust and consistency. As a brand ambassador, you will
support that ideal and serve as a mediator to guarantee the success of that goal.

How Important Are Brand Ambassadors To Their Brands?

A brand can be thought of as a person with unique characteristics and image.
Brands must be authentic and be of relevance to consumers.

Hence, some brands choose to use an athlete, a celebrity, a key opinion leader
or a social media influencer as a brand ambassador to strengthen their brand
image and to tap into their ambassadors’ fan base and audience. Notably, the
ambassadors help to open new markets and demographics for these brands.

An Inside Look at Red Bull's Brand Ambassador Program

What Is The Wings Team?

If you don’t know much about Red Bull’s Wings Team, you might only think of it
as it as a bunch of kids driving around in a blue and silver Mini Cooper handing
out free energy drinks; but the Wings Team is much more than that. It is a brand
ambassador program kicked into overdrive.

It is mostly comprised of motivated and dynamic young people that work within
their own communities to establish an identity for Red Bull. Like most brand
ambassador programs, the Wings Team seeks out members that are considered
“opinion leaders” in their communities. Members are trusted and well known
amongst their peers, and Red Bull’s strategy of combining high energy
ambassadors with their high energy brand results in a deep connection between
company and consumer.

What Makes The Program so Effective?

The majority of energy drink consumers are people aged 18 to 34, which
happens to be the Millennial generation. This demographic is notoriously
difficult to advertise to, mostly because millennials are extremely adept at
filtering out information that they don’t care for.

“[Millennials] are looking for information before they make purchases, but
they’re looking for it from their trusted sources, and their trusted sources are
not the manufacturers or providers of products,” says Professor Nora Ganim
Barnes from the University of Massachusetts Dartmouth.
 For a brand like Red Bull, this means that a big portion of their target audience
is virtually unreachable by traditional marketing tactics. This requires the
company to be innovative in their marketing approach if they hope to catch the
attention of these consumers. In order to stand out amongst the competition,
they utilize guerilla marketing tactics to capture the spotlight and generate a
buzz around the brand.

Wings Team members carry out product demonstrations called “activations”.

These activations are unconventional field marketing efforts that create an
emotional experience around the brand, as opposed to simply giving away the
product to people as they walk by.

Air Drop

This activation involved staged “air drops” of Red Bull that took place
simultaneously throughout the country. The Wings Team strategically placed
mysterious wooden crates filled with free Red Bull on college campuses, and
then watched the next morning as people went wild over the unusual giveaway.

The activation didn’t smother the audience with in-your-face marketing tactics
and broke away from the traditional product samplings people are used to
seeing. It achieved the goal of drawing attention to the brand, and a hashtag
encouraged the sharing of the event on social media.

List of Popular Celebrities Hired As Brand Ambassadors

Sofia Vergara – Head & Shoulders

The first celebrity on the list is the gorgeous Sofia Vergara from Modern Family.
She has been the talk of Hollywood for ages now.

Besides her acting, she is famous for her beautiful figure and also for her long
hair. And along with her other fans, Head & Shoulders also noticed her long and
shiny hair. Vergara has been the brand ambassador of Head & Shoulder for a
while now.
Besides being part of many commercials for the brand, Vergara has also
mentioned in many instances that she is a long-time user of the brand.
Peyton Manning – Papa John’s Pizza

When it comes to endorsement, it is not only confined to the actors or actresses.

Some athletes also have a massive fanbase that can benefit the brand. One of
those athletes is the former NFL star, Peyton Manning.

Manning has been the face of many brands, the most notable is his association
with the Papa John’s Pizza Chain. Besides the pizza chain, Manning also
endorsed other various brands like the General Motors division, Buick.

Taylor Swift – Coca-cola

Another celebrity on the list is the queen of country-pop music, Taylor Swift.

Swift has a whole fan following on the internet who call themselves Swifties.
So, coke offered her to be the face of its campaign for the diet coke in 2013. The
campaign was called the Stay Extraordinary campaign. It was advertised in every
media, including from TV to print. Ever since then, Swift has been its ambassador,
and Coca-cola has been her long-term partner.

Oprah Winfrey – Weight Watchers

Many times a brand needs a celebrity with a louder voice to reach a huge mass
audience. And who would be better to gather more people than Oprah Winfrey?

Winfrey has been the brand ambassador of Weight Watchers for a long time
now. Winfrey had problems dealing with her weight, so she used Weight
Watchers for years. Her association with the brand was more than enough, but
having her as its brand ambassador and an investor made the brand more
popular.

Drake – Sprite

Another celebrity on the list having an association with promoting a brand is the
Canadian rapper Drake. Drake has been the brand ambassador of the soft drink
brand Sprite for a long time now.

Sprite initially approached Drake for its “ Spark” campaign in 2010. The campaign
was a hit, and the company decided to do another “Obey Your Thirst” campaign
again with him in 2015. This time Sprite celebrated its brand ambassador by
printing his well-known lyrics on the cans.

Justin Timberlake – McDonald’s

The list of celebrities being brand ambassadors continues with the talented
singer Justin Timberlake. McDonald’s approached the talented singer to be its
brand ambassador in 2013.

Since then, Timberlake has been its face. Not only has the fast-food chain used
the popularity of Timberlake, but it has also been using his voice. Timberlake is
the voice behind the famous jingle of the brand, “I’m Lovin’ It”, for which he still
receives royalties.

Jennifer Aniston – Vital Proteins

Another celebrity who has been the face of not one but many brands is the
beautiful Jennifer Aniston from the most loved show Friends. After the success
of her show, Aniston got approached for all kinds of endorsements.

She was the face of Windows 95, Diet Coke, and many other big brands. She
even got a proposal to become the brand ambassador of Vital Proteins, a
collagen supplement brand.

Michael Jordan – Nike

The last one on the list is the former NBA star Michael Jordan.

Jordan has been the ambassador of the sneaker brand Nike ever since 1984.
Nike even customized its sneakers to iconic ones and called them the Air Jordans.
These sneakers got instantly sold.

After this, Nike created 33 other editions with many re-releases and more
designs. It also gave rise to the Jordan Brand. Initially, the Jordan brand was just
a subsidiary, but later it became its brand. Though Nike owns the Jordan brand,
Michael Jordan still gets a percentage of the revenue.

As much as a brand needs celebrities to sell its product, these celebrities also
need brands to earn extra money. Many of them earn more from endorsing a
brand than they earn from their projects. Also, when a brand gets associated
with a celebrity, both its sales and reputation reach another level.
 List of Brand Ambassadors in India – Brands & Campaigns

Brand Ambassadors Product/Brand/Campaign

Yash & Wife Radhika Govt-Aided Mass Marriage Scheme

Pandit (Actors)

Virat Kohli Vize, Great Learning, Blue Star, Well Man, Himalaya, Myntra,
Google Duo, Mobile Premier League, Amaze(Inverters and
Batteries), Puma, Hero MotoCorp, Sun Pharma- Volini, Wrogn,
MuveAcoustics, Too Yumm, Audi India, Manyavar, American
Tourister Bags, Vicks India, Uber India, MRF Tyres, Remit2India,
Philips India, Valvoline

Vikas Khanna IAAC(Indo-American Art Council), Quaker oats, Bergner India

Victoria Lopyreva FIFA World Cup 2018

Varun Dhawan Skill India Campaign, Emami Navratna Cool, Reebok, Maruti, Sky
Bags

Suresh Raina Ghaziabad Municipal Corporation, Swachh Bharat Mission in

Ghaziabad, Fantasy Sports Platform Fantain by Book My Show

Sunny Leone Futsal football franchise Kerala Cobras

Suniel Shetty NADA (National Anti-Doping Agency)

Diljit Dosanjh BoAt Speakers

Shilpa Shetty Kundra Bodycare International

Shawar Ali Call mama- Free Calling App from My Country Mobile

Shah Rukh Khan Hyundai, Big Basket, Kent for Security product range, V-Nourish

Sara Ali Khan Vivo ‘S’ Series

Sandeep Patil Indoor Cricket Team

Salman Khan Pepsi, BharatPe

Saina Nehwal Rasna, Edelweiss Group, FlipKart, Sahara, Indian OverSeas Bank,
 Iodex

Rohit Sharma Spain’s Football League La Liga, Noise, SHARP TV, Trusox India,
Nissan Global Ambassador

Rishab Pant Himalaya Drug Company, JSW Steel

Ranveer Singh Manyavar, Okaya Power Group, Flite, Bingo, Llyod, Xiaomi India,
Kajaria Ply, Dish TV, Siyaram Silk Mills, Big Muscle, Nerolac, Kotak
Mahindra Bank, Thums Up, Make My Trip, Set Wet, Carrera FW,
Jack And Jones, Nexa, Ching’s

Prithvi Shaw Navneet Education Ltd, Fanmojo

P V Sindhu Visa (Payment Technology Company)

Murali Kartik Fantasy 11

Mayank Aggarwal Fast&Up

Mandira Bedi MevoFit

Mahendra Singh CARS24, Indian Army, Menswear Brand Indian Terrain, redBus,
Dhoni Sumadhura Group, Mastercard, Bharat Matrimony, Indigo Paints,
NetMeds (Online Pharmacy), Gaming platform Dream11,
Chocolate Snickers

Kriti Sanon Skincare Brand JOY, Magic Bricks, Fem (Dabur), Whirlpool, BATA

Kidambi Srikanth ITM Group of Institutions

Katrina Kaif Lino Perros Bags, Kalyan Jewellers, Educate Girls(Non-Profit

Organization), Tropicana, PriyaGold Hunk, Metro Shoes, FBB
Fashion, Johnson Tiles, Titan Raga, Yardley, Slice, ‘Emami 7 Oils in
One’

Kartik Aryan Lux Inferno, Armani Exchange Watches, Cadbury, Hummel, Magic
Moments, Mufti, Park Avenue Fragrances, Envy 100 Crystal, ITC
Engage

Tara Sutaria ITC Engage

K Chandrashekhar Telangana State Road Transport Corporation
Rao

Jasprit Bumrah Seagram’s Royal Stag, Estrolo

Jacqueline Fernandez Delhi Dynamos FC, Queo (Bath Wear), Bella Casa, Nova Eyewear,
Magic Moments, Just F (Women Active Wear), M Bazar

Indian Hockey Player Arganish

Dharamvir Singh

Ileana D’Cruz CavinKare’s Indica

Hima Das Gatorade by PepsiCo

Harbhajan Singh Brune & Bareskin

Farhan Akhtar United Breweries Limited (Kingfisher Ultra)

Disha Patani & Chef Washington Apples

Sanjeev Kapoor

Dia Mirza UN Environment Goodwill Ambassador for India

Colombian Hero MotoCorp

Footballer Yerry
Mina

Chef Sanjeev Kapoor Leonardo Olive Oil, Tata Sampann(spices)

Arjun Kapoor Chelsea FC

Anushka Sharma Godrej Consumer Products, Skill India Campaign, Cox and Kings,
Rupa and Company, Prega News, Standard Chartered Bank

Anil Kapoor Malabar Gold and Diamonds, Spotify

Ananya Pandey Fastrack Perfumes, Lakme

Amitabh Bachchan FirstCry, Kalyan Jewellers, Parker Pen, Lux InnerWear

Alia Bhatt UberEats, Nokia, Vicco, Phillips, Hero Pleasure, Coca Cola, Caprese
Bag
Akshay Kumar CavinKare’s Indica, GOQii, TAFE(Tractors and Farm
Equipments)Ltd., Road Safety Awareness Campaign, PagarBook,
Harpic, Dollar Industries, Kajaria, Policy Bazaar, Dabur
Chyawanprash

Aditi Rao Hydari, L’Oreal Paris

Mithali Raj and
Shakti Mohan

Aamir Khan Phone Pe, Samsung, Datsun India, Vivo

CONCLUSION:

This concludes that the idea of employing real customers as brand ambassador
proves to be beneficial and cost effective to some extent. Loyal Customers
ambassadors need to be treated well as they are the one whose word of mouth
proves to be good for the company.this strategy is helpful in grabbing the
attention of thousands of customers as they find it real and can easily relate
themselves with their words.