AND ITS IMPORTANCE

ACKNOWLEDGEMENT
We would like to express our special thanks

and gratitude to our Prof. NEHA GUPTA who gave us the opportunity to work on this topic which also help us to do research and we came to know about so many new things.

GROUP MEMBERS: 101- PRIYANKA AGARWAL

108- RUPAL CHITNIS

109- FARHAN CHUNAWALA 119- EKTA GALA

120- PURVI HARIA

131- HONEY KOTHARI 150- SUNNY RUGHANI

BRAND
Name, term, sign , symbol or design or combination of these. Branding add value to product. Speaks about quality & consistency.

Brand Ambassador
A Brand Ambassador is a person employed by a company to be the sales and physical representative of the company with respect to sales and marketing. The Brand Ambassador is meant to embody the corporate image in appearance, demeanor, values, and ethics.

Who is a Brand Ambassador

A brand ambassador is a celebrity used to help advertise a product or service.
They motivate consumers. They increase awareness. They create positive feelings towards brands, connect user to brand. They are used as fire fighters. Mostly, celebrities promote clothing brands or footwear or perfume lines. Celebritys brands usually have high sales because people enjoy adapting famous peoples style.

Top brand Ambassadors

According to the TAM report of 2011, the list of top ten brand ambassadors in India during Cricket world cup 2011 is as follows: 1. MS Dhoni 29% 2. Shahrukh Khan 10% 3. Kareena Kapoor 8% 4. Sachin Tendulkar 7% 5. Hrithik Roshan 7% 6. Virender Sehwag 4% 7. Saif Ali Khan 3% 8. Ranbir Kapoor 3% 9. Saina Nehwal 3% 10. Salman Khan 3%

Brands and the Celebrities

Indians like to associate themselves with their icons.

Brand Ambassadors bring their endorsements into

limelight.
The trick of the company

Brand Ambassadors became attention grabber.

Why celebrities?
Helps to position and re-position

existing brands.
Brings global awareness to a brand. Promote a brands product and appeal. PR advantage and opportunities for

brands.
transferring the value from a person to

the product
Celebrities can be used in several ways Major influence for our lifestyles.

Six uses of celebrity endorsement

Establishes Credibility

Attracts Attention
Associative Benefit Psychographic Connect

Demographic Connect
Mass Appeal

Indian consumer mentality

They look up to certain public faces and aspire to be one among them. Brand Ambassadors connect with a sense of attachment. Brands have temptation to use celebrity ambassadors.

Influence of celebrity endorsee on purchase decision

Agree
11%

Disagree
15%
42%

Strongly Agree Strongly Disagree Undecided

6% 26%

Establishing a Perfect Match

Effectiveness depends on the existence of a 'fit' Knowledgeable, experienced, mature, Communicate the value of the product and transform an ordinary service into a miracle solution for all problems of an ordinary customer.

Examples:Effective match: Reid & Taylor and Amitabh Bachhan, Olay and Madhuri Dixit Non Effective match:

Reliance and Virendra Sehwag

5 things to keep in mind before you choose a brand ambassador for your product

Brands themselves have a personality.

Personality matches that of the brand. Must have strong identities that correspond with the

product/service. For example amitabh bachhan Hes sophisticated in his manner, classic in his appearance and refined in his action.

Decide what image you

want your brand to portray and associate that with a personality that reflects that.
Thumbs Up decided to take

a more adrenaline filled path, in promoting their beverage.

Akshay Kumar is the ideal.

A brand ambassador should be somebody the customer looks up to

Should be somebody the customer looks up to or

aspires to emulate. The image should elicit a favourable response in the mind of the target audience. Icon, Sachin Tendulkars association with Adidas is a rock solid partnership that has been going steady for many years.

Brand ambassador creates an association

Creates an association in the mind of the customer between that person and the brand. Luxury auto manufacture, Bentley was quick to squash any rumours of contractual association between Paris Hilton and the brand when she painted her new Continental GT, bright pink.

Ambassador must be rooted in the personality of your target market

Rooted in the personality

of your target market and of the brand you are trying to market. Virat kohlis association with fasttrack is the perfect match. As a brand, the young and upcoming cricketer appeals to the exact same genre, to which trendy accessoriesmanufacturer does.

To sum up.
Brand ambassador provide a vehicle for customers to

express their own identity.

Thanks for listening !!!