SUBMITTED BY:SHEETAL VERMA SHILPI GOYAL AMIT NISHI

Objective of the study

Understand the benefit of Brand Ambassador in brand promotion. The prime purpose of a Brand Ambassador Understand the importance and role of Brand Ambassador Analyze the popular and successful journey of the companies due to Brand Ambassador.

Why Celebrities ?
Celebrity endorsement helps to position and re-position existing brands. Brings global awareness to a brand. Promote a brands product and appeal. Contributes extensive PR advantage and opportunities for brands. All about transferring the value from a person to the product he/she endorses. Can be used in several ways to endorse a luxury fashion brand or show an association with the brand Famous personalities are a major influence for our lifestyles so we always read the news related to what they wear.

Influence of celebrity endorsee on purchase decision

Agree
11% 15% 42% 6%

Disagree Strongly Agree Strongly Disagree Undecided

26%

Six uses of celebrity endorsement

Establishes Credibility Attracts Attention Associative Benefit Psychographic Connect Demographic Connect Mass Appeal

Lux beauty soap, has always been endorsed by leading ladies of the film world. A departure from this lineage happened some time back when the notion of beauty was broadened, probably to capture a larger market. For the first time, a male actor, Shah Rukh Khan, endorsed Lux, of course in the presence of leading ladies of yore who had endorsed the brand in their era.

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..

Mostly, celebrities promote clothing brands or footwear or perfume lines. Celebritys brands usually have high sales because people enjoy adapting famous peoples style.

 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.

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.

Dearth of salesman

Amitabh bacchan is one man brand industry.Nobody has that 6-to-60 universal appeal who can sell anything to India, and to Bharat.

Revolutionized the psychological trend of using Cadbury from 5-55age group.

In 1980's Kapil dev was used for "Boost" energy drink Television ads. In 1990's Sachin Tendulkar replaced Kapil. Now, Mahendra Singh Dhoni replaced Tendulkar.

Coca-Cola Open Happiness is all about inviting all type of people to welcome small moments of joy & happiness into their lives..

 Brand ambassador provide a vehicle for customers to express their own identity. He is a metaphor who suggests the kind of relationship that customer has with brand. And he serve to represent and cue functional benefits and product attributes well. Brand ambassador is often a sustainable point of differentiation Sustainable because it is very difficult to copy a personality.