And the Oscars winner is…branding

Today the who’s who of Hollywood turns out to find out who has won at the Oscars. In this guest post Dr. David Waller breaks down the ways brands are jumping on the bandwagon.

The Academy Awards are on today. The winners will give their speeches and be celebrated; the losers will try not to look too disappointed and commiserate with each other; and while the recent controversy on the lack of diversity will have some people watching to see how the host, Chris Rock, will respond, many will be watching just to get their fix of celebrity star power.

Each year millions of dollars is spent on the Academy Awards event in both advertising and sponsorship. While behind all of the glitz and glamour is just more glitz and glamour, it can be asked “what are the Oscars really about?”