The Influence of Brand Ambassadors on Corporate Identity: A Case Study of Clean Material and Child Health Supplies Manufacturing Plc
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Date
2025-04-09
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Addis Ababa University
Abstract
This study explores the influence of brand ambassadors on corporate identity, with a specific focus on Clean Material and Child Health Supplies Manufacturing Plc in Ethiopia, a pioneer company known for its early and consistent use of brand ambassadors in the local market. The research aims to assess how brand ambassadors contribute to the company’s identity, vision, and values while enhancing brand visibility and consumer trust. A qualitative case study approach was employed, incorporating in-depth interviews with marketing professionals and brand ambassadors, a focus group discussion with consumers, and content analysis of promotional content and advertisements.
The findings indicate that brand ambassadors play a vital role in building public trust and emotional connection by embodying the brand’s image and values. However, the study also highlights challenges including lack of regulation, potential misalignment between ambassador identity and brand values, and the risk of reputational damage. Despite these concerns, the strategic use of brand ambassadors presents significant opportunities for differentiation, consumer engagement, and long-term brand loyalty.
The study concludes that effective brand ambassadorship, when aligned with corporate vision and values, strengthens a company's identity and market presence. It recommends the development of national branding guidelines and ethical standards to regulate ambassadorial roles in Ethiopia's marketing sector.