ABSTRACT
Owned media is an opportunity for a company or a brand to stake its claim to proprietary media channels. It has some real strength to influence the lower end of the brand purchase funnel-the area of repeat purchase and brand loyalty and advocacy. There are three broad areas of owned media, beginning with physical assets. Physical assets from packaging to plants and trucks to people can all become a part of an effective media campaign. Digital assets provide a way for the brand to develop a customer relationship that is ongoing and meaningful. Created events and sponsorships can be a very valuable brand platform. Events and sponsorships can be extended through other owned media channels. In today's over-communicated world, having a strong owned media program can set the brand apart from its competition. Whether it is physical, digital, or created events and sponsorships, owned media should be at the forefront of a brand's media plan.
