They soon found them to be extremely useful and became "brand champions" for the product, an early example of viral marketing.

In fact, from during the 1990s, this model changed to incorporate brand champions and ambassadors in place of brand managers.

Since their inception, brand ambassadors have acted more as "endorsers" or "brand champions" which is still a relative and evolving term.

Brand of the Year Award - Hamariweb.com : The leading project of Webiz Media, Hamariweb got a countrywide recognition as brand champion in online category.

Brands "have to keep themselves fresh with consumers to be relevant," said Sidney Falken, who has the title of Hanes brand champion at Sara Lee Branded Apparel in Winston-Salem, N.C., a division of the Sara Lee Corporation.

Finally, the result of this collaboration is showcased, often in a cross-media campaign, to invite the extended community of like-minded individuals to share in the results, thereby creating a communal bond between the "brand champions as advertisers" and other individuals who have a natural affinity with what the brand has to offer.