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URD101
mkt 501 gdb solution 1
MKT 501 GDB NO 1:
Pepsi MAX, with its zero calories and maximum Pepsi taste, is one of PepsiCo's
billion-dollar global brands and is part of Pepsi Americas Beverages.
PepsiCo offers the world's largest portfolio of billion-dollar food and beverage
brands, including 22 different product lines that generate more than $1 billion in
annual retail sales each.
The role of the brand ambassador is to transcend all aspects of the brand. One of the
most important factor that attracts consumer’s mind is psychological factors such as
motivation, perception, learning, believes and attitude. And these are the factors that a
brand ambassador influences. Brand having successful association with its Ambassador
sometime translates into stronger brand awareness campaign than millions of rupees
spent on other marketing efforts such as advertising and promotion.
These people have such a strong impact of personalities that people sometime use brand
ambassadors as a “tool” for their product, like we seen the case of Junaid Jamshed
clarifying Lays issue when it was hit by the accusation of using haram contents in its
manufacturing.
Celebrity endorsements are double-edged swords. If Kyrie will stay “clean” on the up-
and-up, connecting a celebrity with a brand could provide a great notoriety boost. If
he will get in legal trouble or is caught in an embarrassing situation, however, crisis
communication becomes Priority 1 for the brand.
If you engage a celebrity in branding:
Research that person’s fit or relationship with your product/service;
Investigate his/her public image and reputation;
Always have a crisis plan in place.
It is advisable to opt for better ideas more than secondary associations. Incase companies
feel that they need a brand ambassador they should adopt a brand character. If they are
still dissatisfied then they should opt for credible ,exclusive as well as zero marketing
assets like consumers and employees to be their brand ambassadors. It will create long
term brand equity and better hard to attack points of differences.
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