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| *Ostroff, Fair and Company>>>Other - Advertising & Marketing |
Analyze the concept? |
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? 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 I think it is beneficial. Many of these so called ambassadors have countless fans worldwide, thus bringing more customers to the given product. On the other hand, taking Michael Jordan for instance, he completely overshadowed the brand Nike so much so that Jordan's are called just that, "Jordans" not Nike's. One of my many mentors has an expression: 鈥淵ou can make money OR you you can make excuses, BUT you can鈥檛 do both.鈥?br /> As long as you鈥檙e able to see a return on your investment and be profitable, does it really matter if the product gets overshadowed by the brand ambassador? Don鈥檛 get me wrong. I think you should investigate whether or not you should have someone 鈥渨ith a name鈥?endorse or promote your product, but NOT at the expense where it drives you to the brink of financial disaster. Thank you for asking your question. I enjoyed taking the time to answer your question. You did a great job - not only for your information, but for every other person interested in reading my answer. I wish you well! VTY, Ron Berue Yes, that is my real last name. B. B. - one of my many mentors. 鈥淭HE University of Hard Knocks鈥? |
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