브랜드 콘텐츠 요소로서의 엔터테인먼트 콘텐츠 활용

Abstract

The brand value generated by corporations is made of various components and using the media is essential activities to perform the usage of brand value itself. When the traditional media was the main tools for brand PR, advertisement message is always distributed through one-way communication to sustain brand value and develop the quality of the brand. In the digital environment including digital device and other digitized content, the efficiency of the traditional communication method is reduced by rising consumer’s right. Under this circumstances, corporations move forward for incorporated valued-brand contents to be a part of the consumer’s decision yardstick. Because they have realized that limited product information through limited media is cutting the outlook of company’s communication boundaries. Branded Entertainment is expanding its scope of usage under this communication brand environments incorporating various production units including aspect of quality and quantity. To keep up with constant changing media circumstances and overcome the boundaries of media, corporations’ brand strategy is trying to incorporate and syndicate entertainment and contents. Hence, this study is focused on entertainment content as an advertisement brand strategy.