Can Brand entertainment strengthen a brand?

The paper is framed in the academic debate regarding evolution and paradigmatic changes of the branding strategies adopted in the new postmodern marketing era. Its purpose is exploring whether or not a branded content, beyond being an engaging touch-point for the customers, can be an Integrated Marketing Communication tool effective in strengthening a brand. The findings, synthesized in a holistic conceptual framework, reveal that a branded content strategy can boost in the audience a positive attitude toward the brand, by operating on Brand Image and Brand Awareness (components of Brand Knowledge that, in turn, influences Brand Equity). This conceptual model, verified through a quali-quantitative research carried on across two countries, represents an attempt to fill a gap in the existing literature about brand entertainment: by assuming that branded content is the natural evolution of the advertising in the new postmodern era, the paper represents the first attempt to frame it in a branding model. Hence, the originality and value of the study, since - unlike what happened with regard to advertising – branded content has never been linked with brand equity. From the managerial point of view, the study helps businessmen in moving forward from the traditional perspective of advertising, while suggesting a new approach in getting useful insights about the branding policy: from a “push” to a “pull” communication.