Celebrity branding in the context of "Testimonial"

A brand ambassador (sometimes also called a corporate ambassador) is a person paid by an organization or company to represent its brand in a positive light, helping to increase brand awareness and sales. The brand ambassador is meant to embody the corporate identity in appearance, demeanor, values and ethics. The key element of brand ambassadors is their ability to use promotional strategies that will strengthen the customer-product-service relationship, influence a large audience to buy and consume more.

Predominantly, a brand ambassador is known as a positive spokesperson, an opinion leader or a community influencer, appointed as an internal or external agent to boost product or service sales and create brand awareness. Today, "brand ambassador" as a term has expanded beyond celebrity branding to self-branding or personal brand management. Professional figures, such as good-will and non-profit ambassadors, promotional models, testimonials and brand advocates have formed as an extension of the same concept, taking into account the requirements of every company.

Red Bull is a brand of energy drinks created and owned by the Austrian company Red Bull GmbH. With a market share of 43%, it is the most popular energy drink brand as of 2020, and the third most valuable soft drink brand, behind Coca-Cola and Pepsi. Since its launch in 1987, more than 100 billion cans of Red Bull have been sold worldwide, including over 12.6 billion in 2024.

Originally available only in a single undistinguished flavour sold in a tall and slim silver and blue can, called Red Bull Energy Drink, the drink added numerous variants over time. Rather than following a traditional marketing approach, Red Bull has generated awareness and created a "brand myth" through proprietary extreme sport event series such as Red Bull Cliff Diving World Series, Red Bull Air Race, and Red Bull Crashed Ice, as well as standout stunts like the Red Bull Stratos space diving project. In addition to sport series, its marketing includes multiple sports team ownerships, celebrity endorsements, and music through its Red Bull Records label.