Media Brand Management

Jörg Tropp () and Stefan Weinacht ()
Additional contact information
Jörg Tropp: Pforzheim University
Stefan Weinacht: Westfälische Hochschule

A chapter in Handbook of Media and Communication Economics, 2024, pp 615-639 from Springer

Abstract: Abstract The management of media brands faces challenges. In order to be able to point out possible solutions, this article first explains the concept and the nature of “media brands.” Subsequently, various theoretical approaches to the explanation of media brands and their management are presented. Regardless of theoretical preferences, it is important to keep in mind the brand-strategic complexity of media management that is subsequently described. Due to their specificity, special attention is paid to the basic strategic positioning options and to the communication management of media brands. In this way, the special features of media brand management become clear in comparison with other products and services.

Keywords: Media brands; Media positioning; Brand theory; Media brand characteristics; Communication management (search for similar items in EconPapers)
Date: 2024
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-658-39909-2_21

Ordering information: This item can be ordered from
http://www.springer.com/9783658399092

DOI: 10.1007/978-3-658-39909-2_21

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().