Branded content: um panorama de conceitos, relações e aplicações

Abstract

In this undergraduate thesis we aim to understand Branded Content and outline how this strategy is being conceptualized and applied in the advertising market. We perceive the need to establish different ways of communicating and building strong relationships between individuals and brands, from strategies that use elements that strengthen engagement with the public, such as Advertainment. Through a qualitative, basic and exploratory research and technical procedures such as bibliographical research and documentary research, we start with a discussion about the relations between society and consumption, together with the characteristics of the areas of Entertainment and Advertising, the concept of Advertainment. In the sequence, we take a historical, conceptual and application approach to Branded Content, proposing and analyzing five ways of understanding this strategy (brand content, not advertising and / or advertising, confusion of terms, focus on audience, and Brand Publishing) to define its characteristics, purposes, results and perspective of the Brazilian market in relation to this strategy. In short, we perceive Branded Content as a brand management strategy, not a sales strategy, that contributes to the generation of brand awareness, positioning itself at a marketing intersection involving advertising, information and entertainment.