Award winning dance hall artist Samini recently delivered a lecture on celebrity brand endorsement at the University of Ghana Business School (UGBS). He interacted with the weekend MBA Marketing class at the graduate building.
The lecture was facilitated by Dr. Kobby Mensah a lecturer at UGBS. In his introduction he mentioned that the effect of celebrity brand endorsement is substantial if the brand can find a prominent name to influence their audience. He continued that the lecture was to enable students have a practical understanding from a celebrity brand ambassador’s perspective, because as brands managers the students have to recognise that celebrity brand endorsements are powerful and useful tools that magnify the effect of brand campaigns.
The artist during the interaction, touched on his days as an MTN brand ambassador and said, he had the best of times with MTN. He further explained that, he stood for the values of the brand and also remained relevant by staying on top of his game to keep his contract going.
Samini noted that it was hard work that gave him the opportunity to represent the MTN brand. He praised MTN for giving him a fruitful and wonderful educative experience and revealed that after 8 years he stepped out of the yellow brand with pride. In conclusion he advised companies to be flexible with how they restrict brand ambassadors in relation to their competitors.
Present at the programme were Mr. Eli Kpodo, the brands manager of MTN, Dr. Patience Abor a faculty of UGBS and other administrative staff. The students thanked Samini for an insightful interaction and look forward to another session.
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