Abstract:
Brand ambassadors is a representative identity that describe the character and image of a brand or company. Realizing the
importance of this, of course the selection of brand ambassadors must be in accordance with special characteristics that are
in accordance with the brand or company The figure of brand ambassadors has a big influence in the formation of brand
image products in society and consumers.
Nature Republic is a cosmetics and skin care brand originating from South Korea that is shaping a brand image as a brand
that flows natural elements on each of its products. The selection of Exo as a Nature Republic brand ambassador is one of
the strategies to build the image of Nature Republic and attract public interest in Nature Republic. Exo brand ambassadors
is a boy band consisting of 12 men who have attractive appearance and naturally healthy skin.
This research was conducted to prove Exo's influence as a brand ambassador for the brand image of Nature Republic andto
find out the dimensions that have the most influence on the characteristics of brand ambassadors for the brand image of
Nature Republic. Using a quantitative methodology, the instruments used in the study were questionnaires distributed to
100 respondents randomly by giving a filter at the beginning of the question to get respondents according to the characters
in the study, namely respondents who knew Exo and Nature Republic. The results of this study prove that as a brand
ambassador Exo has an influence on the Nature Republic brand image and the dimension that has the most influence is the
credibility dimension.
