Product Placement and Brand Equity

Article OPEN
Margherita Corniani (2001)
  • Publisher: Symphonya. Emerging Issues in Management
  • Journal: Symphonya. Emerging Issues in Management, issue 1 Brand Equity (issn: 1593-0319, eissn: 1593-0300)
  • Related identifiers: doi: 10.4468/2001.1.07corniani
  • Subject: 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.
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