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What is Branded content

Chapter 7
Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape
content produced by a brand that reflects the values of the product or brand performing the action, including product placement of a product.
Published in Chapter:
Case Study of Branded Content in the Automotive Industry: Road Song Citroën DS3 With Singer Leiva
Margarita Gil-Jerez (CEU San Pablo University, Spain)
Copyright: © 2023 |Pages: 23
DOI: 10.4018/978-1-6684-3971-5.ch007
Abstract
The chapter aims to analyze the case of musical branded content for a car brand. In a global universe where the saturation of traditional advertising is a fact, the automotive sector seeks to interact with its target audience by offering them audiovisual pieces that connect with their emotions through its brand. In this chapter the authors will analyze an action carried out by the Citroën brand: The Road Song DS3. The research yields interesting results. On the one hand, the brand opted for the creation of branded content to connect with an audience with which it could not otherwise connect, and on the other, to strengthen relations with the press, since the contracting of content with the media serves as economic support, generating a positive engagement between the two.
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Chapter 13
How Branded Content is Strategically Transforming the Use of Traditional and Non-Traditional Media in Integrated Campaigns
content produced by a company that seeks to offer added value (inform, entertain, educate, move) to the target audience.
Published in Chapter: How Branded Content is Strategically Transforming the Use of Traditional and Non-Traditional Media in Integrated Campaigns; From: Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape
Full Text Chapter Download: US $37.50 Add to Cart
Chapter 11
Brand Storytelling in Christmas Commercials of Large Supermarket Chains: El Corte Inglés as a Case of Study
Content created by brands to transmit their corporate values to the audience. It is based on a story and spreads a non-persuasive message.
Published in Chapter: Brand Storytelling in Christmas Commercials of Large Supermarket Chains: El Corte Inglés as a Case of Study; From: Cases on Developing Effective Research Plans for Communications and Information Science
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Chapter 8
Branded Content and Disability: Opportunities for Contributing to SDGs
Development of non-advertising content produced by an advertiser that promotes its brand values.
Published in Chapter: Branded Content and Disability: Opportunities for Contributing to SDGs; From: Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape
Full Text Chapter Download: US $37.50 Add to Cart
Chapter 15
Branded Content: Analysis of Case Studies and Measurement of Its Effectiveness Using Neuromarketing Techniques
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Chapter 15
Branded Entertainment Projects: Benefits, Options, and Recommendations
any content produced and diffused by a company, with a recognizable brand sign.
Published in Chapter: Branded Entertainment Projects: Benefits, Options, and Recommendations; From: Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape
Full Text Chapter Download: US $37.50 Add to Cart
Chapter 11
Selling (In)Security: The Fear/Hope Binomial as a Security Company Branding Strategy
advertising strategy focused on offering content to recipients with the aim of transmitting not only brand values, but also an experience. Branded content, when referring to content, is usually linked to entertainment, however, there are several types, such as informative.
Published in Chapter: Selling (In)Security: The Fear/Hope Binomial as a Security Company Branding Strategy; From: Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape
Full Text Chapter Download: US $37.50 Add to Cart
Chapter 16
E-WOM as an Asset of Branded Content Strategies: A Conceptual Approach to the Role of Consumers in Building Brand Equity
Apparently non-advertising content that is associated with a brand by unifying or hybridising the commercial message with informative or entertaining content, with the aim of achieving a pleasant and subtle complicity between the brand and consumers. This type of strategy tends to avoid the rejection that users show towards traditional advertising inserts.
Published in Chapter: E-WOM as an Asset of Branded Content Strategies: A Conceptual Approach to the Role of Consumers in Building Brand Equity; From: Handbook of Research on the Future of Advertising and Brands in the New Entertainment Landscape
Full Text Chapter Download: US $37.50 Add to Cart
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