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This chapter is from the book


Entertainment, as demonstrated within each chapter of this book, has a significant role in today's world. While it stands alone as a consumable product, it can also be used to create brand loyalty, while also offering a platform for brand extensions. However, when entertainment is used as a device for brand building, marketers must take into account the need to create experiences that will resonate within the consumer by combining traditional marketing approaches with the lessons learned from the development and operation of stand-alone entertainment venues. Otherwise, the brand runs the risk of creating a negative experience that will ultimately affect the brand itself.

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