Brand Ambassador

Brand ambassador is a marketing term for a person employed by a company to promote its products or services within the activity known as branding. The brand ambassador is meant to embody the corporate image in appearance, demeanor, values and ethics..At the most basic level, a brand ambassador has the sole responsibility to represent the company in a positive light and express the message of the company in a way through which consumers can gain a further understanding of the company.

Companies have been using people to represent their products for as long as advertising has existed. The use of the title "ambassador" for such a person is, however, much more recent, and attempts to lend this work more respectability by associating it to the activities of public service goodwill ambassadors. Some companies call persons engaged to promote products at trade shows and conventions "brand ambassadors". However, such persons are usually known as "promotional models".

The term is sometimes also used about members of the public who are paid to promote a product. If unpaid, they are usually known as "brand advocates" (see below).