Product Placement and Brand Equity

Authors

  • Margherita Corniani

DOI:

https://doi.org/10.4468/2001.1.07corniani

Keywords:

Product Placement, Brand Equity, Movies, Brand Image, Brand Awareness, Global Competition

Abstract

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.

Author Biography

Margherita Corniani

Assistant Professor of Management, University of Milan-Bicocca

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Published

01-06-2003

How to Cite

Corniani, M. (2003). Product Placement and Brand Equity. Symphonya. Emerging Issues in Management, (1), 66–82. https://doi.org/10.4468/2001.1.07corniani

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Section

Articles