Brand ambassadorship as an effective brand value management strategy: evolution and trends

The ambassadorship phenomenon as a marketing strategy aimed at brand value management has been studied. The purpose of the study is to analyze ambassadorship as an effective strategy for brand value management. Research objectives are to study the ambassadorship concept, its periodization and key stages of its evolution from the use of celebrities to introducing microinfluencers and virtual ambassadors, to identify trends in ambassadorship development considering the generations theory, and to confirm ambassadorship as an emotionally attractive format of interaction with a brand for its audience. The research methodology is based on the analysis of existing theoretical sources on marketing strategies and digital trends, as well as on empirical data obtained by the survey method regarding the understanding and development of ambassadorship by representatives of different generations such as X’s, Millennials and Homelanders (Zoomers). It has been revealed that each stage of ambassadorship development reflects changes in technology and consumer behavior of their target audience, which allows brands to adapt approaches to increase brand value, customer loyalty, and competitiveness of the company. It has been found that modern ambassadorship as a strategy allows brands to achieve more authentic and personalized interactions with their target audience. It has been revealed that thanks to ambassadorship brands adjust their strategy to young and very young audience. The area of the study results application is marketing strategies of companies focused on effective interaction with their target audience through digital platforms. The research prospects include studying the impact of artificial intelligence and augmented reality on ambassadorship development, as well as analyzing the long-term effectiveness of ambassadorship in various business spheres.