Strong brands are necessary in media because technology has increased the number of content providers and made it possible for many more competitors to seek the attention and loyalty of audiences and advertisers. Brands are crucial in separating media companies and their products from those of competitors, in creating continuity of quality and service across extended product lines, and in helping develop strong bonds with consumers.
This book discusses communicative tactics and the building of media brand equity, focuses on strategic aspects and brands as vehicles for business expansion, and investigates issues of media brands on advertising markets.
The book contributes to the wider understanding of brand-related issues facing both practitioners and academics. Brand management has become an important managerial task and researchers are challenged to uncover the implications of this for media firms, consumers, and society at large.