Product Placement and Brand Equity
- Publisher: Symphonya. Emerging Issues in Management
Symphonya. Emerging Issues in Management,
1 Brand Equity
(issn: 1593-0319, eissn: 1593-0300)
Product Placement; Brand Equity; Movies; Brand Image; Brand Awareness; Global Competition | http://dx.doi.org/10.4468/2001.1.07corniani [Product Placement; Brand Equity; Movies; Brand Image; Brand Awareness; Global Competition DOI]
acm: ComputerApplications_GENERAL | ComputingMilieux_MISCELLANEOUS
Product placement is the planned insertion of a brand within a movie, a fiction, etc. It can be used with other communication tools (i.e. advertising, sales promotions, etc.) in order to disseminate brand awareness and characterize brand image, developing brand equity. In global markets, product placement is particularly useful for improving brand equity of brands with a well established brand awareness.