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¿Posicionamiento de Marca o Brand Placement?

La típica pregunta en un examen de medios de comunicación, si eres estudiante de mercadotecnia, es: “Menciona la diferencia entre Brand Placement y Posicionamiento de Marca” o “Explica ambas” y, por lo general, terminamos confundiéndonos o creyendo que son lo mismo.

¡Pues no! No son lo mismo y nunca, nunca, lo serán.

Si hablamos del posicionamiento de marca, nos referimos al lugar que ésta ocupa dentro de la percepción mental de un cliente o consumidor. Además, constituye la principal diferencia que existe entre la Marca y su competencia.

Al referirnos al Brand Placement, ésta consiste en la inserción de un producto, marca o mensaje dentro de la trama o narrativa de un programa, ya sea que aparezca mostrado, sea citado o sea utilizado por los actores.

Por ejemplo:
Imaginen a George Clooney en una película de acción donde lleva minutos corriendo, tratando de escapar de sus perseguidores, dobla en una esquina, echa una moneda en una máquina y se bebe una lata de coca cola. Después se la lanza a los maleantes.

Eso, queridos lectores, es Brand Placement.

El Brand Placement se usa en programas, series de tv, telenovelas, videos musicales, cine y videojuegos. Nació en los años treinta pero se hizo popular en los ochenta.

Así que ya saben, la próxima vez que les pregunten eso en su examen ya no confundirán la respuesta.

Buen día, Comunidad Roastbrief.

Pipee Gutiérrez

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