Crafting branded entertainment: insights from short films awarded at Cannes Lions

Branded entertainment is the insertion of a brand within an entertainment property in such a way that the line between entertainment and advertising becomes blurred (Moore, 2006). This hybrid message develops in an increasingly convergent environment in which editorial content and advertising content are blended (Shrum, 2004). This indirect approach to deliver brand messages is gaining momentum as a marketing communications tool to engage consumers with brand messages in a non-interruptive and entertainment context. By using branded films, advergames, and other advertainment-type genres, advertisers aim to enhance consumers´ brand perceptions, brand awareness, brand recall, and brand recognition, along with increasing consumers´ brand attitudes and purchase intentions while providing value to consumers through brand communications. This chapter gives an overview to branded entertainment from an historical approach, analyzing the origins, conceptualization, and genres of branded entertainment. Ethical concerns and legal issues related to branded entertainment are discussed. New trends in branded entertainment are also analyzed.

The global music industry has evolved into a significant economic and cultural force, with K-pop playing a leading role in digital innovation, brand monetization, and global fan engagement. This study examines the intangible value and economic impact of K-pop groups, using NewJeans as a case study to assess how artist branding, digital economies, and corporate strategy drive financial success within HYBE Corporation. By integrating financial analysis, stock market evaluations, and sentiment analysis, this research provides an empirical assessment of the relationship between entertainment brands and their market valuation. The study employs a mixed-methods approach, incorporating financial statement analysis, stock market event studies, and social media sentiment evaluation. The financial analysis quantifies NewJeans’ contribution to HYBE’s revenue, profitability, and valuation, showing that the group accounted for 4.26 million album sales in 2023, alongside securing multimillion-dollar brand endorsements from Nike, Coca-Cola, and Levi’s. The stock event study examines HYBE’s share price fluctuations, revealing that investor confidence surged by 7.3% following NewJeans’ debut, whereas market uncertainty caused an 8.2% decline after contract dispute rumors surfaced in 2024. The sentiment analysis, utilizing Natural Language Processing (NLP), demonstrates a 38% increase in positive sentiment on Weverse and TikTok during key promotional periods, reinforcing the correlation between digital engagement and financial performance. Findings reveal that K-pop’s economic influence extends beyond direct revenues, affecting stock market valuation, digital economies, and investment strategies in entertainment finance. The integration of fandom economies, particularly in the form of subscription-based fan platforms, social media engagement, and merchandising, serves as a critical driver of financial sustainability. The study concludes that entertainment companies must adopt risk mitigation strategies for artist management disputes, leverage AI-driven forecasting models for valuation, and consider new regulatory policies in the digital music economy to maintain financial stability in an increasingly competitive industry.

Many literary works, such as novels and short stories, have been transformed into works in the form of audio-visual or film. This results in a dualism between enthusiasts of both types of works. Many enthusiasts of original works (novels) are disappointed with the results of the transfer of media to films. However, some people are satisfied with the transfer of the media, even preferring the film version to the original novel. A collection of short stories entitled Rectoverso by Dee Lestari which was transferred into a film has received a lot of praise. A collection of short stories and films are equally able to achieve the attention of the public. The two versions of Rectoverso's works have also received many awards national and international. Thus, this makes researchers interested in studying one of the short stories in Rectiverso entitled Malaikat Juga Tahu and a short film version with the same title. This research aims to find out the differences in the elements of the work of Malaikat Juga Tahu in the form of a short story and short film and to find out how the short story of Malaikat Juga Tahu is narrowed, elaborated and varied to be presented in a short film. This research used a qualitative method with the use of Pamusuk Eneste's ecranization theory as an analytical tool. The results of this research indicate changes in aspects of expansion, narrowing and variations of stories from short stories to short films. These changes were made to make the audience more immersed in the story by adding dramatic elements. In addition, the visualization element that is prioritized in the film version demands changes in the story version so that it is more acceptable to the audience.

PurposeThis study aims to fill a gap in branding literature concerning the effect of corporate brand relationships on brand value through the case study method in a business-to-business (B2B) context. The objectives of this study can be framed in the following three questions: what are the main constituents of a corporate brand; how does a corporate brand generate tangible and intangible brand value for their business customers; and how do tangible and intangible brand benefits influence relationship initiation and management practices of the case companies?Design/methodology/approachThe study adopts a qualitative multiple cases study design by using archival data and both in-depth telephone and online interviews with senior representatives of the case study companies to investigate corporate branding and associated issues in a B2B context.FindingsFrom a managerial perspective, this study reveals that corporate business culture, brand relationships, products and corporate identity and personality as the main constituents of a corporate brand in a B2B context. The results show that a corporate brand can generate intangible and tangible brand value benefits for business customers. The findings also note the importance of brand value in enhancing relationship initiation.Originality/valueThe study contributes to the branding literature by developing a conceptual model that explains the development and role of the corporate brand in a B2B context with its associated value creation and brand management outcomes. The findings advance brand management literature on business relationships, which addresses a gap in B2B contexts rather than mainly about product brand management and value creation in business-to-consumer contexts.

Technology has affected the way cinema is produced and consumed. One of these effects is the transfer of film production and consumption to mobile devices. Mobile phones with vertical screens are not only a means of communication but are also involved in film production and consumption. Given this situation, visual content production for the vertical screen has also increased. This study examines the field of short films produced with vertical framing, which has been increasing, especially in the last decade. For this purpose, the content, form, and characteristics of vertical narrative in short films are revealed by analyzing short films in online festivals organized in the field of vertical short films. The study analyzes the common features of fifty short films and discusses the effects of digital transformation on short films as vertical narratives in the context of narrative form, framing techniques, and camera movements.

The importance of brand equity and value proposition has long been acknowledged by both academic scholars and marketing practitioners. Considerable researches in consumer products have supported brand equity and value proposition as the major predictors of loyalty. Despite the widespread recognition that the associations between brand equity, value proposition and loyalty are well documented, little understanding of how they influences loyalty in the eco-tourism context. Thus, this research was aimed to explore the impact of brand equity and value proposition of ecological destination on eco-tourists' loyalty towards Kaeng Krachan National Park. This study employed the questionnaires as the means in collecting data with the prospect samples of 419 Thai tourists. The samples were recruited by purposive sampling and quota sampling by specifying two destinations of Kaeng Krachan National Park including Kaeng Krachan dam and Praneun Trung hill. The eco-tourists' attitudes towards brand equity (brand awareness and brand image of ecological destination) and value proposition (functional, emotional and self-expressive benefits) as well as the impact of these mentioned variables on loyalty were investigated. The empirical findings supported brand image, brand awareness, functional benefits and emotional benefits as the determinants of future revisit intention as hypothesized. Furthermore, brand awareness, functional value and emotional benefits were found to be the prerequisite of word of mouth recommendation. Discussions of the findings are also included.

In this chapter, we study branded signals or “quasi-search” characteristics. We define entertainment brands and distinguish the various kinds of brands that exist in this context. We show the strategic options that branding offers entertainment managers and discuss key branding strategies such as brand extensions, category extensions, and the use of stars as branded ingredients or para-social interaction partners of consumers. Taking a franchise perspective requires a unique perspective of brand management; we discuss it and link it with recent meta-franchises such as Marvel’s Cinematic Universe. We conclude the chapter with a look at how the financial value of entertainment brands can be calculated, based on existing data.

Research Aims: A decrease in a company's sales can occur due to customer awareness of brand value. Creating a good brand value requires relevance to customer's needs and desires. However, creating brand value will only be successful if communicated well. This research aims to propose a brand communication strategy through storytelling to articulate the brand value.
 Design/methodology/approach: The methodology of this research use qualitative research methods which collected using the interview method conducted with nine customers, referring to the saturation method for the number of respondents. The data analysis of this research uses thematic analysis to understand the value proposition of customers and create company value related to customers, followed by business model innovation analysis using the business model canvas tools to capture and articulate the company's external value obtained from a customer perspective and combined with the company's internal values.
 Research Findings: This research uses the Oseng Balayar case study because this company has products with cultural values ​​and culinary heritage that can be communicated through storytelling. The results of this research are proposals for a storytelling concept that become a brand communication tool to increase customer awareness and engagement.
 Theoretical Contribution/Originality: The design of the storytelling concept was found through the slow storytelling method to articulate the company's value using value proposition and business model analysis.
 Keywords: Brand Value, Brand Communication, Value Proposition, Business Model Innovation, Brand Storytelling.

Universitas Negeri Malang saat ini sedang berkembang dengan pesat dan berhasil menjadi kampus unggul (Profil Universitas Negeri Malang) sehingga membutuhkan branding untuk lebih memperkuat identitasnya. Karena hal tersebut pada tahun 2019 Universitas Negeri Malang melalui Tim Branding & Promosi mulai memperkuat brandingnya dengan membuat program kerja jangka panjang mulai dari branding internal hingga eksternal. Salah satu program kerja tersebut diwujudkan melalui strategi storytelling & campaign. Media yang akan digunakan untuk strategi storytelling & campaign tersebut adalah short film animasi dengan memanfaatkan element dan aset yang telah dimiliki Universitas Negeri Malang seperti maskot dan strategi & positioning yaitu Excellence in Learning Innovation. Perancangan yang menggunakan prosedur perancangan animasi dua dimensi (pipeline animation) yang terdiri dari empat bagian, yaitu idea & research, pra produksi, produksi, dan pasca produksi. Hasil perancangan ini berupa berupa short film animasi berjudul Cakra–The Growing Hope. Film ini merupakan lanjutan dari episode pertamanya yang dikemas dalam bentuk film live shot berjudul Cakra–Tiles of Anxiety. Menceritakan tentang tiga remaja yang berusaha melawan ketakutan yang menghalangi mimpinya. Kata Kunci: animasi; short film; branding The Design of Cakra–The Growing Hope Short Animated Film to Support the Branding of Universitas Negeri Malang Universitas Negeri Malang is currently growing rapidly and has become an excellent campus, so it needs branding to strengthen its identity. In 2019, Universitas Negeri Malang through the Branding & Promotion Team began to strengthen its branding by creating a long-term work program starting from internal to external branding. One of the work programs is realized through storytelling & campaign strategies. The media that will be used for storytelling & campaign strategies is an animated short film by utilizing elements and assets that Universitas Negeri Malang has such as mascots and strategies & positioning, namely Excellence in Learning Innovation. The design uses a two-dimensional animation design procedure (animation pipeline) consisting of four parts, namely idea & research, pre-production, production, and post-production. The result of this design is an animated short film entitled Cakra-The Growing Hope. This film is a continuation of its first episode packaged in the form of a live shot film entitled Cakra-Tiles of Anxiety. It tells the story of three teenagers who try to fight the fears that hinder their dreams. Keywords: animation; short film; branding

The design of this film is based on the fact that in the city of Pariaman there are still many juvenile delinquencies that occur. Kota Pariaman does not yet have the means of information on what businesses have been done by some figures to overcome juvenile delinquency. The Darak Badarak art community, a music community located in the city of Pariaman, has members aged between 12-17 years. The Darak Badarak art community has recruited members from school dropouts and children who have an interest in playing music. The Darak Badarak art community is a little gradually have succeeded in achieving achievements and improving the character of children who have been given learning during activities in the community, both in playing music training activities and other activities. This design aims to design audio-visual media in the form of short films, this film is designed to convey to society is an efficient way to tackle juvenile delinquency. This short film is designed based on the history of the establishment and the process that the Darak Badarak art community has gone through with dramatized reconstructions so that the public is interested and easily understands the information presented. Qualitative. This short film is designed using the Define, Design, Develop and Disseminate (4D) method, this method is used to facilitate the design in bringing out the creative and the production process. The expected design result is a short film with a historical background and the process that has been passed by the art community of DarakBadarak. , several items such as T-shirts, stickers, posters, trailers, Instagram accounts, cover flash cards and X banners to support the promotion of the Darak Badarak art community short film entitled "Anak Bawah Kolong".Keywords: film, docudrama, character, children and music

This chapter explores the types of story possible within short films, and how often there can be confusion and uncertainty, particularly amongst student filmmakers, about what a short film really is. In order to better understand this, this chapter outlines a series of underlying principles about short film story design that, we argue, are integral to the initial stages of conceiving such films. Before script development takes place, we argue that realistic thinking about what the short film can deliver in terms of story, characters, scope and dramatic question, will result in a screen work that is not only feasible for student filmmakers to produce, but is also more likely to increase an audience’s emotional engagement with the film. Drawing on a range of multi-award-winning contemporary short films to illustrate these principles, we discuss the relationship between content and form in this genre, leading to a better understanding of the parameters within which a student filmmaker might work. While not presenting these parameters as strict and unbreakable, we argue that knowing what has worked well for others, and what audiences expect from the short film form, provides a solid basis from which to begin conceptualising a short film.

Early detection of diabetic neuropathy is very important for patients with type 2 diabetes mellitus because early prevention can reduce morbidity and mortality. One of the examinations to detect diabetic neuropathy is the Ipswich Touch Test (IpTT). The purpose of this study was to determine the Effectiveness of the Diabetic Foot Check Up Module and Short Film: Ipswich Touch Test in Improving Knowledge and Skills in Detecting Sensory Neuropathy of Diabetes Mellitus Health Workers. The research method used was Quasi-experimental with a pre-test and post-test with control group design with a non-parametric Wilcoxon test to analyze knowledge and skills before and after treatment, a total of 60 respondents. A significant test result of 0.0001 was obtained for the intervention group, namely there was a difference in skills before and after treatment in the form of counseling with media in the form of short films, while in the control group a significant test result of 0.0001 was obtained, namely there was a difference in skills before and after treatment in the form of counseling with media in the form of modules with a significance level of 0.05 because p value <0.05. The results of the significant test were obtained at 0.0001 for the intervention group, namely there was a difference in knowledge before and after being given treatment in the form of counseling with media in the form of short films, while in the control group the results of the significant test were obtained at 0.0001, namely there was a difference in knowledge before and after being given treatment in the form of counseling with media in the form of modules with a significance level of 0.05 because the p value <0.05. The conclusion on the results of knowledge in the intervention group before being given intervention in the form of education, modules and short films was that they had good knowledge as much as 50% and after being given education they had good knowledge as much as 90% meaning that there was an increase in knowledge before and after being given intervention, meaning that there was an increase of 40%, while in the intervention group they had good skills 0%, enough 90%, less 10% after being given intervention there was a change to good as much as 83.3% meaning that there was a significant change before being given treatment and after being given treatment.

Taking the development of fashion umbrella brand Wpc. as an example, this paper explores the role of design management in the creation of brand value. Through empirical analysis and comparative analysis, it analyzes and summarizes the design strategy characteristics and the brand value presentation of Wpc., and then discusses the role of design management in brand value creation. In the creation of corporate brand value, good design management can provide a source of innovative thinking for corporate design and development, point out the direction of corporate development, facilitate the promotion and expansion of the brand market, and establish a good brand image in the minds of consumers.

The aim of the article is to substantiate methodological approaches to brand evaluation in the context of defining a brand as a marketing asset in the capitalization of an enterprise. The study used economic and statistical research methods in analyzing practical experience in using brand evaluation methods; theoretical and methodological approaches in analyzing the use of brand evaluation methods; grouping and classification - in determining the most common approaches in brand evaluation. The distinctive features of brand leadership compared to classical brand management are identified. The role of brand valuation as an intangible asset in the structure of an enterprise's assets is substantiated. It was substantiated the three most common methodological approaches to brand valuation: cost, comparative and profit. The problems of the practice of recognition, assessment, protection, and revaluation of intangible assets and brands in Ukraine are formulated in comparison with foreign practices in this area. One of the serious problems is the lack of harmonization of terminology in the field of brand valuation, as an intangible asset, with international valuation standards. The practical significance of the research is analysis showed that in world practice it is accepted to use the profit approach to brand valuation, in which the value is determined based on the discounted value of cash flows. Applied aspects of the application of this method of brand valuation are presented. Based on the above-mentioned brand valuation methods, a number of methods were proposed that allow taking into account the shortcomings of generally accepted approaches. The scientific novelty of the following brand valuation methods are proposed, which can be implemented in the practice of assessing local and global brands: a method of assessing the value of brands using points; a method of calculating the book value of a brand and its replacement cost; a method of assessing the value of a brand using market transactions; a model of brand value indices. Further research is aimed at developing a methodology for evaluating brands in the digital economy, taking into account new influencing factors.

PurposeThe purpose of this study is to broadly examine the role of marketing–finance interface factors for value creation. Specifically, the study investigates the influence of discretionary expenditures such as advertisement on valuation of brands and firms within the framework of risk factors.Design/methodology/approachTo test the model and hypotheses of this study as it has the possibilities of multiple causations among different variables used in the system. Some independent variables are not truly independent and there is a possibility of biased estimation and inconsistent results. Hence a dynamic simultaneous equation model is used including the instrumental variable approach.FindingsThe study provides evidence for direct association between brand value and firm value which is represented by the joint impact of both operating and stock market performance. The results establish the direct relationship between brand and firm value and signify the relevance of intangible value creation.Originality/valueThis study addresses the gap in the research which examines the role of marketing decisions on value creation which jointly impacts both operating and stock market performance.