Consumer recall and recognition of co-appearing brands in TV media: The moderating roles of product congruity and brand familiarity

Fanny Fong Yee Chan

The proliferation of brand integrations has led to a phenomenon of brand co-appearance that research has not examined.
Chan

Management Slant

  • Marketers should search for congruent product categories and brands that are equally or more familiar for partnerships in product placement.
  • If the promotional objective is to enhance brand memory in the short term, marketers should consider placing their brands with brands from other product categories simultaneously.
  • Marketers can switch to co-appearing with brands of the same product category or products under the same brand to strengthen the long-term brand memory.
  • Owners of familiar brands may consider setting up product exclusivity arrangements with broadcasters to avoid co-appearance with another brand either deliberately or accidentally, which could be detrimental...

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