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Brand Recognition and Confusion during Brand Placement

Krapp, Charlotte (2011) Brand Recognition and Confusion during Brand Placement.

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Abstract:The incorrect perception of the communication for a particular brand A as the communication for a different brand B is defined as brand confusion. This study examines the dimension of brand confusion during brand placement. When a brand or a branded product is part of a movie or a program itself, it is called brand placement. One hundred-twenty students watched a movie scene with an active or passive placement of a familiar versus an unfamiliar brand. A measurement of brand recognition and brand evaluation was conducted accordingly. When the placed product is used actively in the program rather than passively placed in the background the recognition of it is better. A significant difference of recognition was also found between the two different brands. The more popular brand (Heineken) is better recognized than the unfamiliar one (Budweiser). The selection of an advertising format should therefore depend on the popularity of the brand.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology BSc (56604)
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