Branded content

Branded content (also known as branded entertainment) is a type of entertainment media produced or otherwise funded by an advertiser. They are designed to build awareness for a particular brand by presenting content that reflects its values and image, without necessarily being presented as a promotion first and foremost (in contrast to content marketing).^[1] Branded content is distinguished from product placement—a business practice in which advertisers pay to have references to their brands incorporated into a work—but a piece of branded content may still include placements of the advertiser's products.

Unlike conventional forms of editorial content, branded content is generally funded entirely by a brand or corporation rather than a studio or a group of solely artistic producers. Branded content has taken the form of television programming, films, internet video and other digital content, video games, events, and other installations. Modern branded marketing strategies are intended primarily to counter market trends, such as the decreasing acceptance of commercials and advertorials.^[2][3]