 Media Branding from an Organizational and Management-Centered PerspectiveSabine Baumann ()
A chapter in Handbook of Media Branding, 2015, pp 65-80 from Springer Abstract: Abstract Due to their properties and market structures media products and services depend on trusted brands and good reputation for their success, the more so since the arrival of interactive multi-media platforms. While not fully encompassing the wide body of literature from management or marketing, media management and economics research has also neglected business-to-business settings. Management and marketing research are equally unconcerned with using media as a special case for complex branding issues in highly volatile multi-tier market environments with diverse stakeholder settings. This chapter thus explores the specifics of media brand management and organization compared to settings proposed in the branding literature. Based on these results it discusses implications for both media management practice and media management and economics research. Keywords: Brand architecture; Corporate brand; Product brand; Media brand strategy; Stakeholder; Co-branding; Brand alliance; B2B; Transmedia storytelling; Organization (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-319-18236-0_5 Ordering information: This item can be ordered from DOI: 10.1007/978-3-319-18236-0_5 Access Statistics for this chapter More chapters in Springer Books from Springer |
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