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Many products or services launched for sale in today’s market conditions are similar to one another in terms of their functional properties and thus it becomes harder to determine the properties that set a brand apart from the others. Under these circumstances, it is possible to say that when consumers are purchasing a product, they are charmed up by the image of the brand rather than its functional benefits.
The brand image plays a crucial role in creating a brand in terms of the privileged position of the brand in the minds of consumers, the ability to easily distinguish it from the other brands in the market and eventually in terms of influencing the purchasing decision of consumers. In this sense, the process of building a brand image is considered as one of the basic steps of the marketing communication.
Advertisements use striking mottos to communicate messages regarding the image of the brand, intriguing visuals, interesting scenarios or scripts, and they play an active role in making the publicized brand stand out among its peers in the market and turn it into a brand that is on demand. Apart from these, communicating messages regarding the brand image via advertising spokesperson is a very common method. Advertising spokesperson can either be anonymous people or celebrities that consumers can identify themselves with much easily.
Celebrity Endorsement refers to a marketing strategy whose purpose is to use one or multiple celebrities to advertise a specific product or service. The primary goal, in this case, is to reach a greater audience, represented by the celebrity’s fan base.
A form of brand or advertising campaign that involves a well known person using their fame to help promote a product or service. Manufacturers of perfumes and clothing are some of the most common business users of classic celebrity endorsement techniques, such as television ads and launch event appearances, in the marketing of their products.
Breaking down Celebrity Endorsement
What people love more than celebrities? It’s no secret that big corporations are willing to spend a lot of money in order to cut a deal with a celebrity. This way, they hope to become leaders in their industry. In order to have a better grasp on the topic, here are some examples of successful endorsements:
Michael Jordan & Nike – a partnership resulted in the development of a new product line
George Clooney & Nespresso – successfully conveyed Nespresso’s image as an elegant and sophisticated brand
Beyoncé & Pepsi – with Pepsi spending up to $50 millions in order to win the deal
David Beckham & H&M
These sponsorships not only generated billions of profits for the brands (and consistent paychecks for the celebrities) but they also boosted positive publicity, exposure and engagement.
Therefore, celebrity endorsement can benefit companies in many ways:
Direct sales: well, that’s really all a company wants! Imagine a Barcelona fan looking at the newest ads picturing Messi wearing Adidas boots. Perhaps the outdoor board is placed near an Adidas store: the result can be an immediate sale.
Awareness: watching a commercial showing a famous celebrity can grasp the viewer’s attention, thus generating brand awareness.
Confidence: people trust whoever is famous. Why should celebrities buy a poor quality product? Therefore, endorsement is a technique used to inspire confidence. And in a market where the choice range is wide and the competition high, this can be a huge point of differentiation.
Loyalty: being loyal to your favourite basketball player can result in being loyal to the endorsing brand, too. Since companies always strive to achieve customer retention and CLV, celebrity endorsement can help them reach these goals.
Celebrity endorsement is a phenomenon widely used by companies and studied by researchers. Despite the generally positive aspects of endorsement on the evaluation of products, in some cases, celebrities cannot substantially help promote products.
A brand ambassador (sometimes also called a corporate ambassador) is a person who is hired by an organization or company to represent a brand in a positive light, and by doing so, help to increase brand awareness and sales. The brand ambassador is meant to embody the corporate identity in appearance, demeanor, values and ethics. The key element of brand ambassadors is 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, an opinion leader or a community influencer, appointed as an internal or external agent to boost product or 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.
The term brand ambassador loosely refers to a commodity which covers all types of event staff, varying between trade show hosts, in-store promotional members and street teams. Previously, the job of a brand ambassador was undertaken typically by a celebrity or someone of a well-known presence, who was often paid considerably for their time and effort. Nowadays however, a brand ambassador can be anyone who has knowledge or can identify certain needs a brand is seeking. The fashion industry, however, still solely relies on celebrity clientele in order to remain brand ambassadors. Furthermore, brand ambassadors are considered to be the key salesperson for a product or service on offer. They must remain well-informed when it comes to the brand they are representing, due to their nature of being the go-to person when questions arise from consumers. The brand ambassador's job is to drive results through communication tools either publicly, such as social media, or privately including emails, messaging and further one-to-one channels.
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