ScholarWorks@숙명여자대학교

초록

This report examines how product placement strategies impact brand recognition and suggests ways to address the limitations of product placement. By introducing innovative product concepts that deviate from traditional frameworks and utilizing product placement marketing strategies, the company was able to boost brand recognition as well as drive up consumer interest in purchasing. To combat the product placement and brand freshness resulting from excessive product placement tactics and to reduce consumer weariness, we introduced ongoing product placement, consumer engagement marketing, and ‘Meaning Out’ product placement strategies. Therefore, product placement successfully addressed any negative aspects, leading to an improved brand image that highlights the company's values and philosophy, ultimately establishing a strong brand identity. KAHI's case highlights the significance of using proactive product placement tactics when introducing a product to the market, in order to create a lasting impression on consumers through exposure. Furthermore, the suggested alternatives to address consumers' negative reactions to product placement include ensuring product quality assurance, utilizing footage advertisements, and prioritizing sound justification and ethical considerations.

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