brandstanding

English

Etymology

Blend of brand +‎ grandstanding

Noun

brandstanding (uncountable)

1. (advertising) The promotion of goods or services by associating them with popular events.
   • 2002, Rusty Cawley, PR Rainmaker:

     There are many ways to get attention with a publicity stunt. Most risk making you look cheap or silly. The best method is to produce a stunt that doesn't look like a stunt. This is the “brandstanding” event.

   • 1988, Pam Korza, Dian Magie, Barbara Schaffer Bacon, The Arts Festival Work Kit, page 121:

     A steep rise in the cost of advertising in the mass media, especially television, has resulted in "brandstanding"; the term used for corporate sponsorship of events. The "official Olympic Games sponsors" of everything from toothpaste to fast food […]

   • 1986, Philip D. Cooper, Academy for Health Services Marketing (American Marketing Association), Responding to the challenge: health care marketing comes of age

     An excellent example of a "brandstanding" event is Burson-Marsteller's promotion of Dramamine, the antinauseant drug.