Product Placement and Brand Equity
DOI:
https://doi.org/10.4468/2001.1.07cornianiKeywords:
Product Placement, Brand Equity, Movies, Brand Image, Brand Awareness, Global CompetitionAbstract
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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