Brands in International and Multi-Platform Expansion Strategies: Economic and Management Issues

Gillian Doyle ()
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Gillian Doyle: University of Glasgow

A chapter in Handbook of Media Branding, 2015, pp 53-64 from Springer

Abstract: Abstract Powerful media branding has historically facilitated successful international expansion on the part of magazine and other content forms including film and TV formats. Multi-platform expansion is now increasingly central to the strategies of media companies and, as this chapter argues, effective use of branding in order to engage audiences effectively and to secure a prominent presence across digital platforms forms a core part of this. Drawing on original research into the experience of UK media companies, this chapter highlights some of the key economic, management and socio-cultural issues raised by the ever-increasing role of brands and branding in the strategies of international and multi-platform expansion that are increasingly commonplace across media.

Keywords: Multi-platform; Internationalisation; Expansion; Economic exploitation; Magazines (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-319-18236-0_4

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DOI: 10.1007/978-3-319-18236-0_4

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