Philippine E-Journals

Branding and Selling of KathNiel

Anna Alexandra Bobis | Kim Lorraine Cruz | Keven Jules Verzosa

 

Abstract:

This study presents the branding and selling of Kathniel, one of the phenomenal love teams today. The researchers used the conceptual framework based on the theory of Political Economy of Communication. Interview, note-taking, thorough watching of the love team’s soap opera and movies, and interviews from television writers and flm directors were used in this study. Results show that persona and authenticity, audience and network create an impact to the branding of the love team, while their visibility, availability, good chemistry matched with acting skills, merchandises, and the functions of a TV network are crucial in the marketing (selling) of the love team.