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Media Branding from an Organizational and Management-Centered Perspective

  • Sabine BaumannEmail author

Abstract

Due to their properties and market structures media products and services depend on trusted brands and good reputation for their success, the more so since the arrival of interactive multi-media platforms. While not fully encompassing the wide body of literature from management or marketing, media management and economics research has also neglected business-to-business settings. Management and marketing research are equally unconcerned with using media as a special case for complex branding issues in highly volatile multi-tier market environments with diverse stakeholder settings. This chapter thus explores the specifics of media brand management and organization compared to settings proposed in the branding literature. Based on these results it discusses implications for both media management practice and media management and economics research.

Keywords

Brand architecture Corporate brand Product brand Media brand strategy Stakeholder Co-branding Brand alliance B2B Transmedia storytelling Organization 

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Copyright information

© Springer International Publishing Switzerland 2015

Authors and Affiliations

  1. 1.Jade University of Applied SciencesWilhelmshavenGermany

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