Towards a definition for branded entertainment: An exploratory study
Date
2019-07-22
Journal Title
Journal ISSN
Volume Title
Publisher
Taylor & Francis
Abstract
Branded entertainment seemingly holds varied meanings. This is
of concern as the discipline is growing in importance as a means
to disrupt conventional brand communication practice. One can
compare this problem to an industry that for argument’s sake does
not understand or agree on the fundamental principles of advertising
or public relations, resulting in ineffective communication
efforts. The lack of a cohesive understanding and application of
branded entertainment erodes its core value, which is to breakthrough
clutter and connect with audiences through authentic
narrative; thus, the potential for branded entertainment to achieve
resonance is depleted. Brand resonance builds brands strategically.
This exploratory study engaged the perceptions of globally recognized
brand communication decision makers across six continents
on defining branded entertainment. We conducted interviews
with planners and creators of award-winning branded entertainment
campaigns that were recognized by multiple Grand Prix and
Gold wins at the world’s most respected advertising award shows.
The research delivers a proposed definition: Branded entertainment
is a communication effort that employs a compelling
authentic narrative to achieve brand resonance. This definition
can guide academics and practitioners on branded entertainment
practice for strategic brand-building success.
Description
CITATION: Marthinus JC van Loggerenberg, Carla Enslin & Marlize Terblanche-Smit (2021) Towards a definition for branded entertainment: An exploratory study, Journal of Marketing Communications, 27:3, 322-342, doi: 10.1080/13527266.2019.1643395
The original publication is available at: tandfonline.com
The original publication is available at: tandfonline.com
Keywords
Branded entertainment, Branded content, Authentic narrative, Brand resonance, Strategic brand communication planning
Citation
Marthinus JC van Loggerenberg, Carla Enslin & Marlize Terblanche-Smit (2021) Towards a definition for branded entertainment: An exploratory study, Journal of Marketing Communications, 27:3, 322-342, doi: 10.1080/13527266.2019.1643395