TY  - CHAP
A1  - Tropp, Jörg
A1  - Weinacht, Stefan
A2  - Krone, Jan
A2  - Pellegrini, Tassilo
T1  - Media Brand Management
T2  - Handbook of Media and Communication Economics
N2  - 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.
KW  - Media Brands
KW  - Media positioning
KW  - Brand theory
KW  - Media brand characteristics
KW  - Communication management
Y1  - 2022
UR  - https://whge.opus.hbz-nrw.de/frontdoor/index/index/docId/4160
SP  - 1
EP  - 25
PB  - Springer
CY  - Wiesbaden
ER  -