Brands in International and Multi-Platform Expansion Strategies: Economic and Management Issues

  • Gillian DoyleEmail author


Powerful media branding has historically facilitated successful international expansion on the part of magazine and other content forms including film and TV formats. Multi-platform expansion is now increasingly central to the strategies of media companies and, as this chapter argues, effective use of branding in order to engage audiences effectively and to secure a prominent presence across digital platforms forms a core part of this. Drawing on original research into the experience of UK media companies, this chapter highlights some of the key economic, management and socio-cultural issues raised by the ever-increasing role of brands and branding in the strategies of international and multi-platform expansion that are increasingly commonplace across media.


Multi-platform Internationalisation Expansion Economic exploitation Magazines 



With grateful thanks to all interviewees who participated in this research. This chapter draws on a 3-year research project entitled ‘Multi-platform media and the digital challenge: Strategy, Distribution and Policy’ funded by the UK Economic & Social Research Council (ES/J011606/1).


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Copyright information

© Springer International Publishing Switzerland 2015

Authors and Affiliations

  1. 1.University of GlasgowGlasgowUK

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