In this struggling economy, many brands are looking for new ways to build better relationships with customers and prospects while lowering their costs. More often than not, it is the employees within the organization who can best represent the brand identity and add value. Empowering the employees to function as brand ambassadors can lower marketing costs, create a tangible brand experience for the customers and boost morale within the organization.

Popular personalities are usually associated with the brand name and products of companies because they have great impact on the minds of consumers. Brand ambassador can make or break a new product launch, or even propel a company into a new era of exponential revenues after a long drought of fading brand image. In order to build an awareness and popularity for the brand, a brand ambassador is chosen. A brand ambassador is usually a popular person among the public in a particular field. A brand ambassador is commonly defined as "a diplomat; a representative of an organization, institution or corporation who best portrays the product or service." Brand ambassadors have enormous potential for influencing others and ensuring success of brands.

Brand image and personality are interconnected. When the brand ambassador speaks about the product, it is a great source of publicity for the product. When a brand ambassador endorses a particular product, it adds value because it increases the recall value. Companies always take a choice of personalities famous in their fields because it has been proved in the past that their endorsement helps consumers to have the product in their mind for a long time. Sometimes, companies want to project a particular image of their brand and in that case they choose a particular popular personality to endorse their brand that already has an image that goes well with the brand. Companies look into the characteristics of the product and match it with a right personality.

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