Media Brand Management
- 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.
| Author: | Jörg TroppORCiD, Stefan WeinachtORCiD |
|---|---|
| DOI: | https://doi.org/10.1007/978-3-658-39909-2 |
| ISBN: | 978-3-658-39908-5 |
| Parent Title (English): | Handbook of Media and Communication Economics |
| Publisher: | Springer |
| Place of publication: | Wiesbaden |
| Document Type: | Part of a Book |
| Language: | English |
| Date of Publication (online): | 2024/10/29 |
| Date of first Publication: | 2024/10/29 |
| Embargo Date: | 2025/10/29 |
| Publishing Institution: | Westfälische Hochschule Gelsenkirchen Bocholt Recklinghausen |
| Release Date: | 2025/06/10 |
| Tag: | Brand theory; Communication management; Media brand characteristics; Media brands; Media positioning |
| Pagenumber: | 25 Seiten |
| First Page: | 615 |
| Last Page: | 639 |
| Departments / faculties: | Fachbereiche / Informatik und Kommunikation |
| Licence (German): |
