Promoción de marcas territorio a través del brand placementEl caso James Bond

Resumo

The brand is today a fundamental asset to identify and differentiate in an environment saturated of stimulus. Among the wide range of communication techniques that a brand advertiser has at its disposal for the communication and promotion of their differential attributes one of them is the brand placement, understood as the commercially intentional presence of a brand within a narrative. Likewise, among the different typology of brands to integrate territory brands are one of them. This work focus on the brand placement of territory brands in a particular content, the official 23 movies of the James Bond franchise (1962 – 2012). Through a content analysis of the territory brand integrations it is intended to demonstrate the promotional opportunities that the brand placement offers to the different subcategories of this concrete typology of brands, as countries, cities, hotels, gastronomy, drinks, traditions, museums, monuments, etc…