The Role of Brand Ambassador

04 January 23

Consumer decisions are influenced by their idol or the world's trendsetter. Other than using the brand's name, symbol, and design, the selection of brand ambassadors is essential in branding practice through partnership contracts between the brand and an artist, professional, athlete, or specific groups to endorse the brand in any suitable company's value and identity activities. The most crucial role of a brand ambassador is to attract consumers' attention. Therefore, before choosing a brand ambassador, a brand has to consider selecting those with high professionalism, persuasive ability of leadership, brand knowledge, and are passionate for building good relations with consumers. The mentioned qualities are the primary key when choosing the brand ambassador to maintain a positive image and align with the company's value as 'the face' or the icon of a brand.

One of the most loved brands is Rolex. We cannot separate the history of Rolex from the visionary spirit of its founder, Hans Wilsdorf. In 1905, Hans Wilsdorf founded a company specializing in the distribution of timepieces in London. Throughout its history, Rolex has partnered with events, institutions, sports, and individuals aligned with its values – excellence seekers breaking through boundaries and passionate about elegance. Therefore, tennis was chosen by Rolex because they share the same weight, and they've been partnered for more than 40 years until this day. Tennis's strong foundational values include the following:

• The eternal quest for excellence.
• The passion for technical precision.
• The determined effort.
• Respect.
• Pushing beyond personal boundaries.

The two formed their first relationship when Rolex partnered with The Championships, Wimbledon, now Rolex partners with four Grand Slam® tournaments. Tennis legend, Roger Federer, is one of the 'faces' who has succeeded in becoming a Rolex icon. He won his eighth and record-breaking Wimbledon title, becoming the oldest winner of The Championships in the open era without dropping a set throughout the tournament. An extraordinary achievement that earned him the nickname "Maester" or "GOAT" (Greatest of All Time). Federer is known for his on-court demeanor, elegance, and ability to challenge himself, and his skills constantly improve. His toughness has been tested by remaining at the top of this sport for more than 15 years. Since his hard work and accomplishments align with Rolex values, the brand credits Roger Federer with having an immeasurable impact on tennis, inspiring generations of players, and serving as a role model for the world of sport.

Rolex wants to build meaningful relationships with its brand ambassadors while providing long-term support to recognize their accomplishments throughout their lives. The foundation of the relationship is solid principles, a shared vision, and mutual respect.

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