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Managing Brands in an Ever-Changing Media Environment

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Abstract

Today’s media environment is characterized by dramatic changes. For brand communication, it is more difficult than ever to reach consumers. Notably though, despite all the radical changes in media consumption, the psychological principles of managing brands have not changed as human brains have evolved over millennia, rather than merely during the last decades. Thus, brands still have to communicate a relevant and differentiating positioning in every consumer–brand interaction. In order to design effective communication, brand managers have to ensure that the communication gets sufficient attention, elicits positive emotions, conveys the relevant information, and establishes brand knowledge in consumers’ minds. This chapter provides a comprehensive set of communication tactics that help to design effective brand communication in today’s dynamic media environment.

Keywords

  • Brand management
  • Brand communication
  • Media consumption

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Langner, T., Klinke, T. (2022). Managing Brands in an Ever-Changing Media Environment. In: Karmasin, M., Diehl, S., Koinig, I. (eds) Media and Change Management. Springer, Cham. https://doi.org/10.1007/978-3-030-86680-8_9

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