Brands in movies or movies about brands? American successes and Russian failures

The article analyzes the use of brand placement in American and Russian movies. The place of brand placement in the marketing communications system is indicated, its main advantages and limitations are revealed. A comparative analysis of foreign and Russian practice of brand placement was carried out, similarities and differences were found, and recommendations for Russian marketers were developed. As an empirical basis of research are taken 61 examples of brand placement in forty movies and TV series.