1. Chapter 10 Brand Visibility Strategies

2. Categories of Brand Visibility
Product Placement
Venue Identification
Event Sponsorship
Featured Prize
Licensing Opportunities
Brand Logo Merchandise
Product Packaging
Retail Display Materials
Figure 10.1
Brand visibility is different than promotion, because it emphasizes the continued exposure of a brand name or logo to the widest possible audience. Brand visibility does not involve advertising, but does require the payment of money to insure exposure opportunities. There are a number of diverse categories, ranging from product placement in movies, television shows, and video gamesto brand logo merchandise that can be sold or given away as prizes.

3. Product Placement Criteria
Length of Exposure
Frequency of Display
Visual Size of Brand
Context of Usage
Celebrity Association
Compatibility with Brand
Risks with Involvement
Ability to Influence
Estimated Audience
Duration of Popularity
Advertising Support
Promotional Participation
Figure 10.2
Product placement proposals must be carefully analyzes. The promise of large audiences and enormous exposure potential must be compared to the risks and costs involved. There are many factors to be considered before making a decisions, and all are nogotiable.

4. Event Sponsorship Evaluation
Audience Profile
Benefits Received
Compatibility with Brand
Total Costs Involved
Preparation Required
Timing & Duration
Figure 10.3
There are multiple criteria to be considered before agreeing to sponsor an event. It is essential to prioritize the importance of each factor and place a value on it. Not every proposal is beneficial and not every event matches a brands image.

5. Licensing Opportunities
Brand Name
Theme Line
Images
Characters
Activities
Services
Merchandise
Products
Figure 10.4
These are the eight most popular types of licensing opportunities for brands. The agreement between the owners of the intellectual property and the company requesting a licensing is highly negotiable. The value of the deal is always based on a percentage of profits, and a list of limitation for the utilization of the trademarked entities or copyrighted materials.

6. Retail Marketing Environments
Exterior Signage
Aisle & Wall Displays
Promotional Material
Shelf Extenders
Mobile App Notifications
Touch Screens
Video Viewing Monitors
Recognition Software
Figure 10.5
This aspect of brand visibility involves point-of-purchase displays and materials. Brands want to maximize their amount of exposure within retail stores and service locations, including both traditional methods of display and an increasing amount of digital technology.