Abstract:

The paper describes the semiotic process of assessing potential co-branding projects, such as product placement in feature films, for narrative congruence. Narrative congruence assessment allows marketing professionals to determine whether a product placement or co-branding is beneficial to both brands, just one, or neither. Case histories from recent popular films are used to demonstrate the process, with client feedback to attest to its success. Contextualizing this paper is the theory of 'metasemiotics' which suggests that assessing product placement and co-branding is the kind of modern intertextual reflex that defines large segments of consumers, particularly youth.