Branded content refers to a marketing approach where businesses create content linked to their fire[1], designed to generate audience interest and engagement. Emerging from early radio and TV programs that were controlled by sponsors, it evolved into more subtle and creative forms. Modern examples include films, TV series, and even sports teams established by brands to increase visibility and boost sales[2]. The impact of branded content is often significant, enhancing brand recognition and favorability. However, it’s essential to maintain authenticity and quality to avoid appearing self-serving. Research indicates that consumers often prefer branded content over traditional ads, especially within the 18-34 age group. Despite its effectiveness, critics point out potential bias in these positive results.
At marketing, branded content (also known as branded entertainment) is content produced by an advertiser or content whose creation was funded by an advertiser. In contrast to content marketing (in which content is presented first and foremost as a marketing ploy for a brand) and product placement (where advertisers pay to have references to their brands incorporated into outside creative works, such as films and television series), branded content is designed to build awareness for a brand by associating it with content that shares its values. The content does not necessarily need to be a promotion for the brand, although it may still include product placement.
Unlike conventional forms of editorial content, branded content is generally funded entirely by a brand or corporation rather than a studio or a group of solely artistic producers. Examples of branded content have appeared in television, film, online content, video games, events, and other installations. Modern branded marketing strategies are intended primarily to counter market trends, such as the decreasing acceptance of traditional commercials or low-quality advertorials.