What exactly is a brand ambassador? Roles and responsibilities explained

Are you curious about the role of a brand ambassador and who they are in Vietnam? This article by Mytour will answer your questions, shedding light on their duties and significance for a company's brand.

Defining a Brand Ambassador

A brand ambassador, also known as a Brand Ambassador, is an individual chosen to represent a specific brand or product. Their task is to introduce and promote that product to the public. Their duties may include participating in promotional events, posting content on social media platforms, providing feedback and reviews about the brand's products or services.

Brand ambassadors are typically individuals with influence in the community. They possess creative vision and a commitment to the products and brands they represent. Choosing the right brand representative can enhance customer trust, expand the market, and cultivate positive relationships with customers.

Prominent Brand Ambassadors in Vietnam

In Vietnam, many entertainment stars have been chosen as brand ambassadors for major brands. Let's take a look at some notable names:

Nguyễn Thị Ngọc Châu, Huỳnh Phạm Thủy Tiên, and Lê Thảo Nhi are ambassadors for IJC - a luxury jewelry brand. All three are famous beauties in Vietnam and have won top titles in major beauty pageants.

Suboi is the face of Cocoon: On May 19, 2023, the vegan cosmetics brand Cocoon announced Suboi - the famous female rapper as their new inspiration ambassador.

Singer Sơn Tùng M-TP represents Deli in Vietnam: This collaboration stems from shared values such as pioneering creativity and a desire to inspire the youth. Helping them shape their individuality. Additionally, he has also been an ambassador for Oppo smartphones.

The Role of Brand Ambassadors

It's no coincidence that major brands often choose famous celebrities to be their brand ambassadors. This can be explained through various factors, such as brand representation, building trust, attractiveness... Specific characteristics of each factor include:

Brand Representation

Brand ambassadors play a crucial role. They represent the brand, serving as the direct face to customers and partners. Their tasks go beyond introducing and promoting the brand to also building a solid awareness of the company's brand.

Moreover, their role involves assisting in addressing issues concerning the company's products or services by providing detailed feedback and suggesting feasible solutions.

Trustworthiness

The primary aim when brands select celebrities is to enhance trust among customers. The words of celebrities carry greater weight due to their influence on the community, fans, and consumers.

Any mistakes in the words or actions of a celebrity can affect community trust and may lead to controversies in their careers. Therefore, when a brand has a famous figure as its representative, they gain trust from the community. Consequently, confidence levels increase.

Attractiveness

Famous celebrities always attract attention in their respective fields. They know how to appeal to fans and the public.

With significant attention from many people, every activity of a celebrity becomes important. This explains why their role as a brand ambassador inevitably garners attention. Therefore, brands with ambassadors can leverage this to become more appealing, creating a positive image in consumers' minds.

What Exactly Does a Brand Ambassador Do?

• Representing the Brand: Their role involves representing the brand and its products professionally, possessing comprehensive knowledge about the products and the brand.
• Engaging in Product Promotion Events: Brand Ambassadors can participate in events such as exhibitions, trade shows, product launches to introduce products and interact with customers.
• Managing Social Media: They will be responsible for posting on social media, sharing reviews, and comments about products or services.

• Creating Marketing Content: Tasks include creating promotional content for products on media channels such as blogs, videos, podcasts.
• Advising Customers: Brand ambassadors also need to advise customers on products and related brand information.
• Collaborating with the Marketing Team: They need to closely collaborate with the Marketing team to propose promotion strategies that align with the brand's objectives.
• Measuring Effectiveness: They must measure the effectiveness of promotional campaigns to optimize strategies.
• Building Customer Relationships: Ambassadors can help build sincere relationships with customers, conveying the brand's values and messages wholeheartedly.

How to Evaluate a Brand Ambassador's Performance

• Evaluating Reach:

Brands can evaluate performance by considering metrics such as views, interactions, shares, comments, and follows on social media platforms like Facebook, Instagram, YouTube, Twitter, LinkedIn...

• Evaluating Influence:

To measure influence, one can consider the number of people reached by the brand ambassador's content, as well as interactions, shares, comments, and follows on social media platforms. Additionally, assessing professionalism, credibility, and alignment with the brand is crucial.

Furthermore, influence can be assessed by evaluating professionalism, reliability, and alignment with the brand's core values.

• Evaluating Impact on Sales:

To measure the impact on sales, brands need to observe how ambassadors introduce products, enhance brand awareness, and build customer trust. Assessing their impact on sales is a crucial metric for evaluating performance.

• Evaluating Idea Contribution:

Ambassadors also need to provide ideas to improve products and services. Assessing the level of idea contribution is also an important metric for evaluating their work performance.

Essential Factors to Become a Brand Ambassador

To become a brand ambassador, one needs to meet various criteria such as: Knowledge, communication skills, personality, passion... Specific characteristics of each criterion include:

• Deep Product or Service Knowledge: Brand ambassadors need to have a clear understanding of the brand's products or services, including features, benefits, and values to convey information professionally.
• Excellent Communication Skills: Ambassadors need to possess excellent communication skills to convey information clearly and understandably. How they interact with customers and address queries also needs to be professional.
• Special Diplomatic Personality: Ambassadors need to have diplomatic personalities to interact effectively with stakeholders such as customers, partners. The ability to work with multiple partners ensures that the message about products and services is conveyed correctly.
• Passion: Ambassadors need to carry a passion for the brand's products or services. Confidence and desire to help the brand grow are important factors.
• Experience in Advertising or Marketing: Having experience in advertising or marketing is a significant advantage. This implies that they have a solid understanding of advertising and marketing strategies to develop the brand effectively.

How Brand Ambassadors Differ from Global Ambassadors

Brand Ambassadors and Global Ambassadors are two terms that represent different levels of brand ambassadors. The difference between brand ambassadors and global ambassadors lies in the scope and responsibilities they undertake. Brand ambassadors represent a specific brand or product of a company, with their impact primarily in a single country or a specific region.

In contrast, global ambassadors also represent the brand but have a larger scope of influence, including globally. Global ambassadors are the faces of the brand worldwide, participating in international events and creating marketing campaigns with global impact.

The above is an article that has answered what a brand ambassador is. The levels and brand ambassadors in Vietnam. Don't forget to follow Mytour daily to update the fastest news on technology, lifestyle, health...

• Explore more in the category: industry terms, technology terms, Branding