Analyze the concept?

Question: Is it beneficial to have brand ambassadors (for example, Michael Jordan for Nike) to promote a product or does the product gets overshadowed by the brand ambassador?

Answer: A good "brand ambassador" will not overshadow the product - the product will now be associated with this person, and if this person is popular or has a large following, these people will tend to become consumers of the product this person represents. In reply to the person before me about Jordan overshadowing Nike because his shoes are called Jordan's, and not Nike's... This isn't overshadowing. Its additional branding using the celebrities name to appeal to a specific audience, while allowing the rest of the products to become more general. It works because no one sees Michael Jordan and says "Oh, i wont by his product"... people may not want to buy his basketball sneaker, but having him represent the company as a whole will not turn away any business. An opposite example would be, having Michael Jackson representing Nike.... Michael Jackson fans would buy the product, but everyone else would likely not. Michael Jordan works because he is an iconic figure

Related Questions

Related Items