Media Brand Management

  • 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.

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Author:Jörg Tropp, Stefan Weinacht
Parent Title (English):Handbook of Media and Communication Economics
Subtitle (English):a European Perspective
Place of publication:Wiesbaden
Editor:Jan Krone, Tassilo Pellegrini
Document Type:Part of a Book
Date of Publication (online):2022/11/13
Date of first Publication:2022/11/09
Publishing Institution:Westfälische Hochschule Gelsenkirchen Bocholt Recklinghausen
Release Date:2022/12/27
Tag:Brand theory; Communication management; Media Brands; Media brand characteristics; Media positioning
First Page:1
Last Page:25
Departments / faculties:Fachbereiche / Informatik und Kommunikation
Dewey Decimal Classification:Sozialwissenschaften / Sozialwissenschaften, Soziologie
Licence (German):License LogoCreative Commons - Namensnennung

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