Report on Crockett and Jones Brand Placement in Bond Film 2020

This report examines the brand placement and tie-in of Crockett and Jones footwear with the EON production's James Bond film slated for release in 2020. It analyzes the external environment of Crockett and Jones, highlighting the brand's use in the Skyfall film. The report discusses the strategic aspects of this co-branding initiative, detailing opportunities for both the Bond franchise and the footwear brand, including screen presence and promotional activities. It also covers brand placement strategies, cross-advertising opportunities, product packaging, and social media usage. The report emphasizes the effectiveness of the tie-up, including visual placement in the film, brand mentions in end credits, and promotional activities. The report concludes by describing the brand placement strategy and its importance in the global market.

Running head: BRAND PLACEMENT
BRAND PLACEMENT
Name of the Student
Name of the University
Author Note

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Executive Summary
The aim of this report will be to discuss about the brand placement and tie-in of Crockett and
Jones with the EON production’s next James Bond film set for release in 2020. A brief
analysis of the external environment of the brand selected, which is Crockett and Jones
Footwear, which is used in the last Bond movie Skyfall. It can be stated in this context that
this will be an expensive brand strategy. Opportunities related to this co-branding will be
explained about how this Bond brand will be benefitted by engaging the organization of
Crockett and Jones Footwear. Other details like screen presence timing of this footwear brand
in the upcoming movie will also be explained in this paper. The brand placement strategy will
also be explained in this paper which will help to cross-advertise the film. Any kind of
product packaging if done by the management of the selected footwear brand and usage of
social media will also be laid in this paper.

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Table of Contents
Introduction................................................................................................................................3
Bond Brand................................................................................................................................3
Selected Brand...........................................................................................................................4
Analysis of External Environment.............................................................................................4
Political Factor.......................................................................................................................4
Economic Factor....................................................................................................................5
Socio-Cultural Factor.............................................................................................................5
Technological Factor..............................................................................................................6
Legal and Regulatory Factor..................................................................................................6
Environmental Factor.............................................................................................................6
Effectiveness of the Tie-Up.......................................................................................................7
Brand Placement Strategy..........................................................................................................8
Reference..................................................................................................................................10

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Introduction
The main purpose of this report will be to select a brand and write the reason for that
brand placement and tie-in with the EON production’s next James Bond film set for release
in 2020. A brief analysis of the external environment of the brand selected, which is Crockett
and Jones Footwear, which is used in the last Bond movie Skyfall. It can be stated in this
context that this will be an expensive brand strategy. Opportunities related to this co-branding
will be explained about how this Bond brand will be benefitted by engaging the organization
of Crockett and Jones Footwear. Other details like screen presence timing of this footwear
brand in the upcoming movie will also be explained in this paper. The brand placement
strategy will also be explained in this paper which will help to cross-advertise the film. Any
kind of product packaging if done by the management of the selected footwear brand and
usage of social media will also be laid in this paper.
Bond Brand
James Bond, in this context, can be said as a fictional character involved in British
Secret Service created by the writer Ian Fleming in the year of 1953. He wrote 12 novels
apart from two short-story collections. Eight other writers also penned down Bond novels or
novelizations which were fully authorised after his death in the year of 1964. The novels
along with the films are hugely popular around the world, but it can be stated in this context
that all the novels are strictly for adults.
Eon Productions, which is film production organization from British, are engaged in
producing the Bond films primarily. They started their journey in the year of 1961, and is
from the Entertainment Industry, whose headquarter is in Piccadilly, London. The first film
produced by this business house is Dr. No, which released in the year of 1962. Their next

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movie is slated to release in the year of April 2020, whose name is No Time to Die. It will be
their 25th movie as a production house (Wildgen 2014).
Selected Brand
As discussed, the selected brand for this tie-up with the upcoming Bond film is
Crockett and Jones, which is a shoe manufacturing organization from Northampton, England.
It was founded in the year of 1879, and are famous for their Goodyear-welted footwear
around the world (Crockettandjones.com 2019). They are involved in manufacturing of shoes
for both women and men, and it can be stated in this context that Daniel Craig, the British
actor who is playing the role of James Bond and this No Time to Die will be his 5th and last
movie as this worldwide popular fictional character, has worn the Crockett and Jones Tetbury
chukka boots in his film Skyfall, which released in the year of 2012 (Bond Lifestyle 2019).
The character is well known for high quality style statement in terms of clothing and
accessories used by the actor who portrays the character in the films. The region of
Northampton is globally famous for its shoe-making abilities or skills, which has helped this
organization to set up their factory and flourish in the footwear accessories market around the
world. The organization possess its stores in Birmingham, Brussels, Paris and New York City
apart from London.
Analysis of External Environment
An analysis of the external environment of the shoe-manufacturing organization of
Crockett and Jones will help to study about the factors that helps to operate a business for a
particular business entity, before placing their footwear brand with the Bond series in terms
of their upcoming movie which is slated to release in April 2020.

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Political Factor
As discussed, the brand of enjoys the competitive advantage against other footwear
brands in the market where they operates. The stable government as well as the favourable
policies, rules and regulations related to manufacturing of footwear has helped the
organization to successfully place their business operations and offerings to their customers
who are present in the places where they have their stores. No undue restrictions are not
imposed on the shoe-manufacturing organizations, which helps Crockett and Jones to
successfully operate their business. But the Brexit issue may affect the operations of the
organization in other nations except England, and necessary actions need to be taken to have
a smooth run in footwear industry.
Economic Factor
The economic factor plays an important part in the business operations of an
organization. Inflation rates, consolidation and buy-outs and the purchasing power of
customers affect the revenue earning of organizations like Crockett and Jones. The Brexit
issue, if imposed, will surely impact the business of this organization. Necessary actions need
to be taken by the management of this shoe-manufacturing company before engaging
themselves with Eon Productions for promotion of their brand in the upcoming movie.
Socio-Cultural Factor
The footwear brand impacts the culture and social life of the people where an
organization operates, and the same policy is followed by the company of Crockett and Jones
in the regions where they operate. It can be noted in this context that this brand is mainly for
the people who possess a healthy lifestyle, as the shoes manufactured by them is expensive
and can be affordable for the niche market segment identified and possessed by them
successfully. The new brand placement will help them to target new people, who are the bond

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lovers, and will enjoy the advantage of increasing the market share of this reputed shoe-
manufacturing brand (Khan 2013).
Technological Factor
In this context, it can be stated that advancement of technology and continuous
innovation affects the footwear industry hugely. New designs are encouraged in the
manufacturing process and the final design of the footwear that are identified as the preferred
design by the customers of the footwear organizations (BILGILI and OZKUL 20.15) The
same approach is applied for this organization of Crockett and Jones also. And it can be said
that new design of shoes which will be promoted by the upcoming Bond movie, which will
attract both the existing customers of the brand as well as the new prospects, which will help
to promote their brand to more people and make them the customers of Crockett and Jones,
which will further add the profit earning and market share globally.
Legal and Regulatory Factor
Legal rules and regulations need to be followed by the management of the business
house of Crockett and Jones in order to tie-up their brand with the upcoming Bond movie.
There are complications in the context of tie-up of the brands with movies, so that the scenes
where the brand will be showcased by Daniel Craig, who will portray the fictional character
in the upcoming movie get passed by the Censor Boards of the nations where the film will be
released.
Environmental Factor
Shoe-manufacturing companies need to follow certain rules and regulations related to
the environment where they are manufacturing and selling their final products. Anything that
will violate all these policies, rules and regulations should not be followed by the

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management of Crockett and Jones and this has to be kept in mind before making any brand
tie-up with the upcoming movie.

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Effectiveness of the Tie-Up
Brand promotions has reached to a certain level due to the advancement of
technology, which helps to attract more number of people within a short span of time. It can
be said in this context that co-branding is termed as the utilization of two or more brands to a
totally new product or service that is owned by a complete separate brand. This will help tom
accomplish their respective aim and business objective of the organizations whose brand are
connected in this overall process. The opportunity need to be utilized by both Crockett and
Jones and Eon Productions, as the risk can be shared between them along with increasing the
sales income for both of them (Nelson and Deshpande 2013).
Royalty income can also be generated efficiently in this tie-up process, and the trust
of the customers towards the brand will also be increased in this co-branding process.
Opportunities will also be enjoyed by both these organizations where the footwear brand of
Crockett and Jones along with the upcoming movie can be promoted in a single place. Better
product image can be showcased by the footwear or the particular show that will be worn by
James Bond in this upcoming movie. Greater access to brand new sources of finance can also
be achieved by the management of both these business houses, as it will help to attract both
the customer base from both these entities by co-branding process of Crockett and Jones and
Eon Productions (Singh, Kalafatis and Ledden 2014).
Visual placement will be there in the film, where Daniel Craig will showcase the
brand of Crockett and Jones before engaging into an action sequence in the film, and the
scene will last for 17 seconds, where the actress will complement about the quality as well as
the attractiveness of the shoe. It will play an integral part in that action sequence of the film,
which will be top secret and cannot be revealed before the release of the movie. The name of

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the brand will be shown in the end credits of the movie with bold letters, and it will be
showcased in the promotional activities of the film by Daniel Craig (Knoll et al 2015).
Brand Placement Strategy
It can be stated in this context that brand or product placement strategy is a part of the
marketing strategy that plays an important role in promoting a particular product or service in
the global competitive market place (Maarit Jalkala and Keränen 2014). It has evolved as a
marketing strategy or concept only few years ago, but has possessed its importance in the
market where a particular business operates. The particular brand is promoted in different
marketing channels on order to reach out to the maximum people available (Boerman, Van
Reijmersdal and Neijens 2015). Cross-promotional activities has become very popular among
many brands globally, which helps to attract the people from both the market segment by
both the involved brand in a single platform. For example, the shoe that is worn by James
Bond in the upcoming movie, which is No Time to Die, will be showcased in this movie,
which will help to attract the Bond fan base to try this shoe as well as other footwear of
Crockett and Jones. On the other hand, the customers of this brand will know about the usage
of one of their branded shoe in the upcoming Bond movie, which will ignite the chances of
transferring them as the viewers of this movie (Chen and Wang 2015).
The particular brand of shoe that will be worn by Daniel Craig in the upcoming movie
will be packed and sold in a box where the picture of James Bind in different style and shapes
will be given. This will be done before the release of the movie, in order to increase the
number of viewers of this movie (Danciu 2015). Attractive images of this fictional character
will be used as packaging of that particular brand of shoe. Apart from this, usage of different
social media platforms will be used to promote this co-branding process. Contests related to
different James Bond will be held in different social media platforms, where the lucky

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winners will be given free movie tickets of the upcoming Bond movie. This will help to
engage more people with both the brands of Crockett and Jones and Eon Productions, and
help in the promotion of both the movie and footwear brand.
Competitions will be there in the market places where this footwear brand operates,
but they will enjoy the competitive advantage against all other brands, as the shoe that will be
worn by James Bond will be from their branded business house of Crockett and Jones only
(Gibson, Redker and Zimmerman 2014). Proper usage of marketing channels need to be used
effectively and ethically, so that the co-branding process will help to capitalize the
opportunities that will arise in co-branding of the branded entities of Eon Productions and
Crockett and Jones. Commercial advertisements on television need to be shown to attract the
global market segment where the footwear brand is available (Soba and Aydin 2013).

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Reference
BILGILI, B. and OZKUL, E., 2015. Brand awareness, brand personality, brand loyalty and
consumer satisfaction relations in brand positioning strategies (A Torku brand
sample). Journal of Global Strategic Management| Volume, 9(2).
Boerman, S.C., Van Reijmersdal, E.A. and Neijens, P.C., 2015. Using eye tracking to
understand the effects of brand placement disclosure types in television programs. Journal of
Advertising, 44(3), pp.196-207.
Bond Lifestyle. (2019). shoes. [online] Available at:
https://www.jamesbondlifestyle.com/tags/shoes [Accessed 17 Dec. 2019].
Chen, R. and Wang, M.H., 2015. Brand positioning map: a strategy tool for trademark
design. Journal of Management and Strategy, 6(1), pp.36-44.
Crockettandjones.com. (2019). Handmade English Shoes, Made in England | Crockett &
Jones. [online] Available at: https://www.crockettandjones.com/ [Accessed 17 Dec. 2019].
Danciu, V., 2015. Successful Green Branding, a New Shift in Brand Strategy: Why and how
it works. Romanian Economic Journal, 18(56).
Gibson, B., Redker, C. and Zimmerman, I., 2014. Conscious and nonconscious effects of
product placement: Brand recall and active persuasion knowledge affect brand attitudes and
brand self-identification differently. Psychology of Popular Media Culture, 3(1), p.19.
Khan, T., 2013. STP strategy for new product launch-a work in progress. International
Journal of Business and Management Invention, 2(3), pp.56-65.

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Knoll, J., Schramm, H., Schallhorn, C. and Wynistorf, S., 2015. Good guy vs. bad guy: The
influence of parasocial interactions with media characters on brand placement
effects. International Journal of Advertising, 34(5), pp.720-743.
Maarit Jalkala, A. and Keränen, J., 2014. Brand positioning strategies for industrial firms
providing customer solutions. Journal of Business & Industrial Marketing, 29(3), pp.253-
264.
Nelson, M.R. and Deshpande, S., 2013. The prevalence of and consumer response to foreign
and domestic brand placement in Bollywood movies. Journal of Advertising, 42(1), pp.1-15.
Singh, J., P. Kalafatis, S. and Ledden, L., 2014. Consumer perceptions of cobrands: The role
of brand positioning strategies. Marketing Intelligence & Planning, 32(2), pp.145-159.
Soba, M. and Aydin, M., 2013. Product placement efficiency in marketing communication
strategy. International Journal of Business and Management, 8(12), pp.111-116.
Wildgen, W., 2014. Dynamic meaning construction in action films (specifically in the last
James BonD trilogy). RASK: Internalionalt Tidsscrift for Sprog og Kommunikation, 40,
pp.423-448.