PPAI, AMA and PRSA Leaders: Branded Merchandise Has Earned a Strategic Place in Modern Marketing and Communications

Industry leaders say branded merchandise drives storytelling, engagement, community-building and measurable business results

IRVING, Texas--(BUSINESS WIRE)--As marketers and public relations professionals face increasing pressure to break through digital clutter, create meaningful audience connections and demonstrate measurable results, leaders from Promotional Products Association International (PPAI), the American Marketing Association (AMA) and the Public Relations Society of America (PRSA) agree that branded merchandise has evolved from a tactical giveaway into a strategic communications channel.

During a roundtable discussion hosted by PPAI, Julie Schnidman, AMA vice president of alliances and Cayce Myers, Ph.D., LL.M, J.D., APR, professor of public relations and director of graduate studies, School of Communications, Virginia Tech and PRSA Board Member, explored how branded merchandise can strengthen brand storytelling, deepen audience engagement and create lasting connections when integrated into broader communications and marketing strategies.

Branded merchandise is evolving from a giveaway to a strategic communications channel.

• Branded merchandise helps brands create memorable experiences and emotional connections, especially important in an AI-driven world.
• Marketers are increasingly integrating branded merchandise into broader campaigns rather than treating it as a standalone tactic.
• Effective programs align branded merchandise with business goals, audience needs and brand storytelling. 

"Marketers today are looking for ways to stand out while doing more with less," Schnidman said during the discussion. "Branded merchandise can create memorable brand experiences, deliver measurable results and work across multiple channels to support broader marketing objectives."

Marketing and public relations professionals can use merchandise to strengthen storytelling and audience resonance.

• Branded merchandise reinforces key messages and supports broader brand narratives.
• Strategic merchandise programs can help create a sense of identity, belonging and community among target audiences.

"Public relations is fundamentally about storytelling and influencing behavior," said Myers. "Branded merchandise can align with a larger brand narrative. When it is intentional, relevant and value-added, it can help create identity, community and meaningful audience connections."

Branded merchandise helps brands stand out in an era of digital fatigue.

• Useful, thoughtfully designed products create tangible experiences that build trust and loyalty.
• Emotional connection, nostalgia and community-building are becoming increasingly important drivers of engagement.
• According to independent research commissioned by PPAI and industry partners, branded merchandise is among the most carbon-efficient advertising channels when measured by memorized impressions.

Data shows marketers are already embracing branded merchandise.

According to recent PPAI research:

• 47 percent of marketers consider branded merchandise a core marketing channel.
• 25 percent say it plays an important role in specific campaigns.
• 82 percent of recipients feel more positive about a brand after receiving promotional products.
• 87 percent keep and use branded merchandise regularly.

"As organizations look for marketing channels that deliver both performance and sustainability, branded merchandise offers a compelling combination of audience engagement, brand recall and environmental efficiency," said Drew Holmgreen, PPAI president and CEO. "Branded merchandise can support business objectives, storytelling and audience relationships."

Learn more about PPAI.

About PPAI

Promotional Products Association International (PPAI) is the world’s largest and longest-running not-for-profit promotional products association with a 123-year history of serving a community that has grown to some 15,000 corporate members. PPAI advocates for the branded merchandise industry, which is made up of over 500,000 professionals in the U.S. alone. For more information, visit PPAI.org.