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Leapfrog Strategy Consulting on Brand Equity and Identity – Brand Ambassadors on Pack – Smart Strategy?

Some brands have started featuring their Brand Ambassador on their packaging as well.  Luxor Nano-Clean, the new specialty clean and care brand features Amitabh Bachchan; Sunfeast biscuits used Shah Rukh Khan during the period when he was Brand Ambassador and Luminous Inverters showcases their brand ambassador Sachin Tendulkar on their pack.

Does this make sense for brands these days when most big stars endorse multiple brands , so much so, that to describe them as ambassador for a specific brand seems a misnomer. How does placing the face of the endorsing Star on the pack focus or enhance brand awareness and brand perception. Does this practice help enhance brand impact and can it help build a differentiated brand perception ? Can it help build brand equity in the longer run?

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