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A brand ambassador (sometimes also called a corporate ambassador) is a person paid by an organization or company to represent its brand in a positive light, helping to increase brand awareness and sales. The brand ambassador is meant to embody the corporate identity in appearance, demeanor, values and ethics. [1]
If a celebrity endorser is caught up in a scandal, negative perceptions of the celebrity among consumers can be transferred to the brand, One of the largest profile celebrity endorsement scandals of recent history was the infidelity scandal of Tiger Woods in 2009, at the time, Woods was a brand ambassador for Nike Golf apparel and footwear.
In marketing, brand management is the control of how a brand is perceived in the market.Tangible elements of brand management include the look, price, and packaging of the product itself; intangible elements are the experiences that the target markets share with the brand, and the relationships they have with it.
3. Brand preference (or brand attitude): The extent to which a consumer will choose one brand over other competing brands in the category 4. Brand action intention (purchase intent): The consumer's self-instruction to purchase a given brand 5. Purchase facilitation: The extent to which the consumer knows how and where to purchase the brand
Before designing a distribution system, the supplier needs to determine what distribution channel to achieve in broad terms. The approach to distributing products or services depends on a number of factors including the type of product, especially perishability; the market served; the geographic scope of operations and the firm's overall mission and vision.
Promotional merchandise are products branded with a logo or slogan and distributed at little or no cost to promote a brand, corporate identity, or event. Such products, which are often informally called promo products, swag [1] , or freebies (count nouns), are used in marketing and sales. Often they are of the tchotchke type.
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The use of celebrities to endorse a brand can have its downsides, however; one mistake by a celebrity can be detrimental to the public relations of a brand. For example, following his performance of eight gold medals at the 2008 Olympic Games in Beijing, China, swimmer Michael Phelps ' contract with Kellogg's was terminated, as Kellogg's did ...