---

Branded Entertainment, a term closely linked with content marketing and product placement, has grown exponentially in the past decade, providing marketers with new opportunities to connect with consumers on new platforms and in new, non-interruptive ways. As the Branded Entertainment industry has matured, we´ve seen the real marketing value it can bring to brands and the music & culture scene. But a demand-oriented refurbishing of essential components for both the planning and measurement of Branded Entertainment is needed to make it into a credible firm pillar in the marketing mix. A demand-oriented process should provide a consistent structure that can flex for all types of Branded Entertainment culture programs, regardless of whether they are primarily place bound in the course of an event, they are firmly tied to webbased platforms, or they are cross-media concipated. The primary objective of this book is the workup of specific and essential components for an effective work between brands and the music & culture scene according to scientific standards.

---

Ferdinand Kofler is a Vienna based marketer. The economic-scientific as well as the marketing-oriented approach to music & culture have become his main concern. He studied music management & -economics & has gained various experiences with Red Bull. Currently he´s studying marketing management while working as marketing manager for Monster Energy.

---