ABSTRACT
Brand visibility strategies are the continuous, subtle, and repeated exposure of a product or service to a large, but generalized, target audience. This requires long-term legal arrangements or activity contacts that cost money, but it is not considered advertising or sales promotion. The level of expenditures for this Integrated Marketing Communication (IMC) strategy limits its application to larger corporations or organizations.
The seven most frequently used forms of brand visibility are product placement, venue identification, brand packaging, retail displays, event sponsorships, featured prizes, and licensing rights. Product placement is the inclusion of a brand in a film, movie, or video game script. The amount of money that will be paid is based on the exposure value, length of time, and popularity of the entertainment content. Venue identification, such as exclusive naming authorization for a stadium or performing arts center, uses similar exposure evaluation criteria. Brand packaging and retail displays are marketing and IMC strategies to attract attention and generate buyer interest on a daily basis within the store or selling environment. Event sponsorship is usually a local brand promotion strategy that features the brand name and participating locations, scheduled activities, social media, and printed or digital event-oriented materials. Licensing rights grant permission to external companies and organization to produce, distribute, and sell items with a brand name, logo, image, or phrase that has a registered copyright or trademark.
