Skip to main content

Brand placement: New perspectives and a comprehensive definition

Buy Article:

$14.98 plus tax (Refund Policy)

Brands are facing pressure as never before and the challenge of managing brand equity is getting progressively more intense. Environment and media factors such as increasing costs, competition and clutter are seen to increase brand pressure. In this context the need for a marketing communication tool such as brand placement has increased even more than before. Brand placement has evolved over the last decade and in this paper the need for a fresh definition of brand placement is discussed. Through a review of research, this article proposes a new contemporary and comprehensive definition of brand placement. Brand placement is a marketing communication tool with distinct values and is the paid inclusion of communicative identities via management of intensities in the creative content of any media, and is a strategic communication process managed by stakeholders for a desired outcome. Various aspects of the definition including new perspectives, two intensities ( silent visual placement and interactive inclusion), four super structures, outcomes, namely, brand recall and brand attitude, are discussed in addition to contextual issues such as clutter and celebrity association. This article will give academicians a new direction for research and will further the understanding of brand placement for practitioners.
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
No Article Media
No Metrics

Keywords: BRAND PLACEMENT DEFINITION; CONTENT ANALYSIS; DISRUPTIVE INNOVATION; DISTINCT VALUES; INDIA; MARKETING COMMUNICATION TOOL; PRODUCT PLACEMENT

Document Type: Research Article

Publication date: 01 September 2014

More about this publication?
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
X
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more