Brand Ambassadors: Strategic Diplomats or Tactical Promoters?

Abstract

The expression ‘brand ambassador’ appears more and more frequently in both marketing literature and business practice. However, there could not be a broader spectrum of meanings associated with it. While there is agreement that ‘brand ambassador’ is intended to embrace a wider meaning around the behaviours of a person who acts in support and on behalf of a particular brand, there is disagreement as to the particular mission (strategic, tactical or even self-directed), the nature of the relationship between the ambassador and the represented company (paid for or not, permanent employee or not) and the intended impact (increasing awareness, relationship management, communicating brand values, or negotiating difficult situations). Going back to the roots of the underlying metaphor may help shed some light on which notions of a brand ambassador are more appropriate than others.