Branded Content and brand image positioning

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Branded Content is directly related to the production of content in order to improve the brand's positioning in the market and transform the public's view of the company behind the products or services offered.

This strategy can be translated as "branded content", also known as "branded entertainment". The proposal is that the consumer has access to content that brings entertainment and information at the same time, making it clear that the material was produced by a company.

For example: if a makeup brand wants to establish itself in the market as one that is seeking to boost women's self-esteem and beauty, it can produce a video with ordinary women talking about what they like most about themselves, while trying out the brand's products.

The idea is precisely that: to produce content that reinforces the positioning that the brand cash app data has or intends to have in the market, making the public feel empathy and identification.

In the example of the makeup brand, for example, women with self-esteem problems could identify and look for more information about the products offered, increasing the possibility of purchase intention.

Therefore, in addition to passing on relevant information about the standardization of female beauty , the brand generates engagement among its target audience and, in some cases, manages to use this content as a buzz marketing strategy .

There will be a connection, almost a feeling of gratitude among the audience, making them more motivated to purchase the product.