We hear the term Brand Ambassador more than ever in recent years.
Among branding experts there are two terms:
- Brand ambassador
- brand endorsement by celebrities (Celebrity Endorsement)
These two concepts are considered different and have relatively clear boundaries. But in the advertising industry and in the minds of many managers, the border between these two concepts is very vague.
Sometimes we see celebrities who are only in promotional teasers, but they are called brand ambassadors. On the other hand, some people unintentionally assume the role of ambassador of that brand and create many opportunities and troubles just because they have been in the advertisements of a brand.
Although our lesson is specifically about the definition of a brand ambassador and the duties of a brand ambassador, we will begin our discussion with celebrities as endorsers and then move on to the concept of a brand ambassador.
From the presence of models to the endorsement of celebrities
Almost from the time when extensive visual advertising in the form of environmental advertising, television advertising and advertising in magazines and newspapers began, models also entered the advertising space.
Men and women who were usually seen in the advertisement of goods and services based on their beautiful face or fit and attractive body. The AIDA model said in advertising that everything begins with attention, and advertising agencies and brands concluded that the presence of models can help attract the attention of the audience.
Models could be seen everywhere. They were leaning against cars, holding toothpaste, their faces were seen next to cosmetics, they were holding bags and putting on shoes.
The use of models in advertising never stopped and is still considered one of the dominant trends and common tools in advertising. With the expansion of social networks and especially image-oriented platforms such as Instagram and YouTube, Iqbal increased in this way, and today we see many people who use the term “modeling” to introduce their profession.
Perhaps it is better to consider the use of models more related to advertising than #branding. Because we are not supposed to know the models or know anything about them. The models are only supposed to draw our attention to the advertisement and then be forgotten.