Jeremy Gutsche — January 7, 2006 — Marketing
References: money.cnn & news.agendainc
"Car, gun, fashion and booze labels" rule the world of product placement in song, according to a list of the 100 most popular brands that are mentioned in rap hits.
"Mercedes received 100 mentions, while Nike came in second with 63 mentions and former No. 1 Cadillac took third with 62," according to American Brandstand 2005, a report by Agenda Inc.
Implications - When a brand that was originally intended for one target demographic is taken over by another, it is referred to as a brand hijack. The Mercedes Benz is a perfect example, as it was initially intended for wealthy businessmen, but has been adapted entirely by the hip hop community.
"Mercedes received 100 mentions, while Nike came in second with 63 mentions and former No. 1 Cadillac took third with 62," according to American Brandstand 2005, a report by Agenda Inc.
Implications - When a brand that was originally intended for one target demographic is taken over by another, it is referred to as a brand hijack. The Mercedes Benz is a perfect example, as it was initially intended for wealthy businessmen, but has been adapted entirely by the hip hop community.
Trend Themes
1. Brand Hijacking - The rise of brand hijacking as different target demographics adopt brands originally intended for others.
2. Product Placement in Music - The use of product placement in music, particularly in rap hits, as a means of promoting brand recognition and awareness.
3. Rap Culture Influencing Brands - The influence of rap culture on brands, as seen with Mercedes Benz becoming a popular choice in hip hop lyrics and culture.
Industry Implications
1. Automotive - The automotive industry can explore opportunities in aligning their brands with popular music genres as a form of targeted marketing.
2. Fashion - Fashion brands can leverage the influence of rap culture to reach new audiences and maximize brand exposure.
3. Beverage - Beverage companies can capitalize on the product placement trend in music and target rap culture as a key market segment for their products.
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