Abstract
Branded entertainment is embedded in alternative brand contact planning to create brand experiences towards customer-based brand resonance for strategic brand building. Many advertising practitioners are still orientating themselves in the art of creating impactful, strategically significant entertainment experiences for an entertainment category that has only been in existence since 2012. This research aimed to invite the perspectives of fifteen multinational award winning branded entertainment industry practitioners across six continents to identify the challenges facing branded entertainment and to advise on strategically significant practice-based principles. Findings indicated the existence of a compelling, authentic narrative as the foundation of branded entertainment as well as various other factors to be taken into consideration when planning and executing a branded entertainment campaigns to build brand resonance.
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