Branded television content – a beneficial way to build a brand
Inkiläinen, Miki (2022)
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022101221148
https://urn.fi/URN:NBN:fi:amk-2022101221148
Tiivistelmä
Branded television content or advertiser-funded programming is a form of marketing where a brand decides to co-produce a television program to help support its brand building initiatives. This kind of marketing can be a great way to spread brand messages to broader audience.
This thesis is focused on researching the benefits of branded television content and learning more about the profitability of the business model. The commissioner of the thesis is Nelonen Media.
Finnish brands are not utilizing branded television content yet at a scale, even though the results are very promising. Typically, the branded television program is usually a multi-part series that is filmed in a documentary style and shows the daily life of its employees. A key differentiator of branded television content compared to traditional television advertisements is the longer format. Television shows are usually 42 minutes in length, which creates a totally new market for advertisers. Branded content is not limited to this kind of storytelling and can be modified accordingly.
The theoretical framework of the thesis covers the primary brand building frameworks and what should be considered when building brand equity. The framework was built by using well-known principles and brand building models. The thesis was conducted with a qualitative research method and utilised semi-structured interviews. The four participants were selected based on their experiences with branded content, and the interviews were conducted during the summer of 2022.
The findings from this research confirm that branded television content can be a highly beneficial way to build and maintain a brand. This kind of marketing approach can be highly profitable for a brand, as well as for the broadcaster and the production company.
This thesis is focused on researching the benefits of branded television content and learning more about the profitability of the business model. The commissioner of the thesis is Nelonen Media.
Finnish brands are not utilizing branded television content yet at a scale, even though the results are very promising. Typically, the branded television program is usually a multi-part series that is filmed in a documentary style and shows the daily life of its employees. A key differentiator of branded television content compared to traditional television advertisements is the longer format. Television shows are usually 42 minutes in length, which creates a totally new market for advertisers. Branded content is not limited to this kind of storytelling and can be modified accordingly.
The theoretical framework of the thesis covers the primary brand building frameworks and what should be considered when building brand equity. The framework was built by using well-known principles and brand building models. The thesis was conducted with a qualitative research method and utilised semi-structured interviews. The four participants were selected based on their experiences with branded content, and the interviews were conducted during the summer of 2022.
The findings from this research confirm that branded television content can be a highly beneficial way to build and maintain a brand. This kind of marketing approach can be highly profitable for a brand, as well as for the broadcaster and the production company.