Final answer:
A brand ambassador is someone who embodies the corporate identity and uses promotional strategies to influence consumer behavior, often leveraging their credibility and trust within their social networks. Companies particularly value ambassadors in college settings, where peer influence is strong. This role is crucial in marketing strategies as it enhances customer relationships and brand perception.
Step-by-step explanation:
A brand ambassador embodies the corporate identity in appearance, demeanor, values, and ethics. Their role includes utilizing promotional strategies to reinforce and enhance the relationship between customers and the product/service, largely influencing audiences to increase their consumption. This approach draws on the philosophy of celebrity endorsements but targets a more peer-to-peer level of influence, such as college students promoting products on campus.
Brand ambassadors are seen as credible and trustworthy sources of information. Companies often target popular students involved in high-profile activities like sports and music to become ambassadors. These representatives play a key role in building a brand's image and can have a significant impact on consumer behavior, leveraging the power of referrals among their peers.
In social marketing, flagship symbols or species evoke emotional responses that facilitate behavior change. Similarly, brand ambassadors act as the 'face' of a company's campaign, engaging potential customers in a more personal and direct manner than traditional advertising methods.