Can Brand Image Move Upwards After Sideways? A Strategic Approach to Brand Placements Harvard Case Solution & Analysis

In today's environment of fragmented mass media and popular technologies, such as TiVo and DVR, it is increasingly challenging for marketers to get quality face time with crowds. There's been growth in brand positioning: the custom of integrating brands into entertainment media, particularly television and film, as more customers attempt to avoid ads.

The crowd engages, limits viewers' ability to disregard commercial messages, and influences purchase behaviour-as evidenced by the surge in Blackstone pinot noir wine sales following the brand's placement in the movie Sideways. In spite of the prevalence of this practice, but the industry often operates in a somewhat unfocused mode. In this specific article, we draw from industry publications and academic literature, offer insight regarding the growing popularity of brand placements, and suggest a certain set of guidelines in attaining a brand's advertising objectives to improve the effectiveness of placements.

PUBLICATION DATE: January 15, 2011 PRODUCT #: BH417-PDF-ENG

This is just an excerpt. This case is about SALES & MARKETING

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Can Brand Image Move Upwards After Sideways? A Strategic Approach to Brand Placements

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