A STUDY ON THE TYPES OF BRANDED CONTENT WITH THE MIGRATION OF BRANDS: FOCUSING ON CASE ANALYSIS

Abstract

This paper analyzed the characteristics and types of branded content, which is currently growing as a means of
marketing communication. First, the concept and area of branded content were examined, and the background
of the rise of branded content in terms of changes in the advertising and marketing environment was identified.
Next, in terms of effects, the characteristics and growth of branded content were examined. And the types of
branded content, which is the core of this study, were analyzed through case studies. Through case analysis, it
was possible to set the producer, distribution channel, and content characteristics as the type classification criteria
of branded content. First, the producers of branded content were classified into advertiser and creator. The Brand
migration would also be considered as one of the most important factor for the current study and its completion.
As a result of identifying the types of channels through which branded content is distributed, it was classified
into advertiser’s homepage, advertiser’s YouTube channel, and creator’s channel. As a result of identifying the
types of branded content by content characteristics, it was classified into drama, music, sports, and entertainment.
Finally, based on the research results, suggestions for the continued growth of branded content in the future were
made.