Question

Topic: Branding

The Other Side Of Brand Ambassadors!!

Posted by Anonymous on 5/8/2006 at 10:18 AM ET 125 Points
Hi All,

Just surfing through the net i got this interesting topic, which i thought of bringing it to you.

The Topic is "The Adverse effect of Brand Ambassadors on the Brand" and i would be glad to have your views on this along with lot of examples.

Also suggest ways of reducing this impact on the branding exercise of the company in consideration.


Thank you.
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RESPONSES

  • Posted on 5/9/2006 at 5:30 AM Accepted
    Hi Raj,

    As Sumit pointed out brand ambassadors are human and thus liable to make mistakes that can have a negative impact on the brand. If you look at Thums Up, Salman Khan has been withdrawn as the ambassador, despite a good brand match - because of his escapades.

    I understand that Aamir Khan is very very serious about the brands he endorses. He is never seen drinking anything but coke in public. Or driving Innova.

    Sometimes celebrities endorse so many products that they are not identified strongly with any single brand. The loss is definitely the advertisers. Case in point Sachin Tendulkar, Amitabh Bachchan and Shah Rukh Khan.

    Hope I have been of some help

    Regards

    Nahida Sunil
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