A brand is a type of product manufactured by a particular company under a particular name e.g. Disney, Apple, Google etc. Brand is not just about a logo, marketing, advertising or a corporate identity. It is about confidence, passion, belonging, action and security; a set of unique values. Many things can be branded such as products, services, people, places, religions etc. Branding guarantees quality and evokes desires. Branding leads to an interaction between prosumers and consumers as prosumers try to satisfy their customers' demands by coming up with technological convergence. Technological convergence can be defined as the coming together of media technologies. An example of this would be the invention of Web 2.0. Web 1.0 was created in 1996 and there were only 250,000 websites with 90% of published content, however, majority of Web 2.0's content is user generated and it operates more than 80,000,000 websites.
Furthermore, technological conventions have been profitable for the film industry because it is an accessible platform for almost everyone, everywhere. It has led to an easier and quicker way of advertising films, and it also allows consumers to watch films at cheaper prices.
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