브랜드 콘텐트 이용 현황과 전략적 활용 방안: 글로벌 커뮤니케이션 전문가들의 인식을 중심으로

초록

Brand content has become one of the most popular tools that marketers and advertiser use in the area or marketing communication. The current study explores the meaning and definition of brand content and the process of brand content development based on the elite interviews with 16 communication professionals from advertising, public relations,digital, and brand content agencies as well as the marketers from global corporations. The analysis of the interviews reveal that brand content is vaguely defined as 'any activities and content that are related to brands or brand messages,' which evolved from product placement(PPL). According to the participants, the goal and function of brand content is to create publicity,conversation, experience, and participation, whereas its planning and development should follow the conventional marketing communication planning process. Furthermore, the essence of brand content is to solve the marketing as well as communication problems that the brand is facing, along with in-depth understanding of the brand DNA and the consumer-centric and media- agnostic approach. It is expected that the use of brand content will increase, although it will not totally replace conventional advertising.

키워드