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Can brand image move upwards after Sideways? A strategic approach to brand placements

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  • Thomas, Sunil
  • Kohli, Chiranjeev S.

Abstract

In today's environment of fragmented mass media and popular technologies, such as DVR and TiVo, it is increasingly challenging for marketers to obtain quality face time with audiences. As more customers try to avoid advertisements, there has been growth in brand placement: the practice of integrating brands into entertainment media, particularly television and film. Brand placement engages the audience, limits viewers' ability to ignore commercial messages, and even impacts purchase behavior--as evidenced by the surge in Blackstone pinot noir wine sales after the brand's placement in the movie Sideways. Despite the prevalence of this practice, however, the industry often operates in a somewhat unfocused manner. In this article, we draw from academic literature and industry publications, offer insight regarding the growing popularity of brand placements, and suggest a specific set of guidelines to enhance the efficacy of placements in accomplishing a brand's marketing objectives.

Suggested Citation

  • Thomas, Sunil & Kohli, Chiranjeev S., 2011. "Can brand image move upwards after Sideways? A strategic approach to brand placements," Business Horizons, Elsevier, vol. 54(1), pages 41-49, January.
    • Handle: RePEc:eee:bushor:v:54:y::i:1:p:41-49
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    References listed on IDEAS

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    1. Russell, Cristel Antonia, 2002. "Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(3), pages 306-318, December.
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    6. Lehu, Jean-Marc & Bressoud, Etienne, 2008. "Effectiveness of brand placement: New insights about viewers," Journal of Business Research, Elsevier, vol. 61(10), pages 1083-1090, October.
    7. McCracken, Grant, 1989. "Who Is the Celebrity Endorser? Cultural Foundations of the Endorsement Process," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(3), pages 310-321, December.
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    Cited by:

    1. Neale, Michael & Corkindale, David, 2022. "Make product placement work for you: Get less exposure," Business Horizons, Elsevier, vol. 65(2), pages 149-157.
    2. Bamini KPD. Balakrishnan & Azlinda Shazneem Md. Shuaib & Oscar Dousin & P.Yukthamarani Permarupan, 2012. "The Impact Of Brand Placement And Brand Recall In Movies: Empirical Evidence From Malaysia," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 5(2), pages 39-52.

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