Advertisement

International Media Branding

  • Ulrike RohnEmail author

Abstract

International sales and operations are becoming increasingly important to many media companies. Being able to utilize an internationally well-known brand facilitates entry into foreign markets. When operating internationally, the question of whether to localize or to standardize brand communication and content across markets is crucial. After discussing the benefits of an approach of standardization and a possible audience for globally standardized brands, this chapter introduces reasons why companies may, however, choose to localize. Furthermore, it discusses possible areas of localization as well as strategic options for foreign market entry through media brands. This chapter concludes with a call for further research on international branding that takes into account the special characteristics of media products and markets.

Keywords

International strategies International brand expansion Foreign entry modes Concept licensing Global TV formats Global magazine brands Media export International brand architecture Local adaptation Global standardization Media culture 

References

  1. Akaka, M. A., & Alden, D. L. (2010). Global brand positioning and perceptions. International advertising and global consumer culture. International Journal of Advertising, 29(1), 37–56.CrossRefGoogle Scholar
  2. Alden, D. L., Steenkamp, J. B., & Batra, R. (1999). Brand positioning through advertising in Asia, North America, and Europe: The role of global consumer culture. Journal of Marketing, 63(1), 75–87.CrossRefGoogle Scholar
  3. Aslama, M., & Pantti, M. (2007). Flagging Finnishness: Reproducing national identity in reality television. Television and New Media, 8(1), 49–67.CrossRefGoogle Scholar
  4. Beeden, A., & de Bruin, J. (2010). The office: Articulations of national identity in television format adaptation. Television and New Media, 11(3), 3–19.CrossRefGoogle Scholar
  5. Calantone, R. J., Kim, D., Schmidt, J. B., & Cavusgil, S. T. (2006). The influence of internal and external firm factors on international product adaptation strategy and export performance: A three-country comparison. Journal of Business Research, 59, 176–185.CrossRefGoogle Scholar
  6. Chan-Olmsted, S. (2006). Competitive strategy for media firms. Strategic and brand management in changing media markets. Mahwah, NJ: Lawrence Erlbaum.Google Scholar
  7. Cleveland, M., & Laroche, M. (2007). Acculturation to the global consumer culture: Scale development and research paradigm. Journal of Business Research, 60(3), 249–259.CrossRefGoogle Scholar
  8. Czinkota, M. R., & Ronkainen, I. A. (2010). International marketing (9th ed.). Mason, OH: Cengage.Google Scholar
  9. DeMooij, M., & Hofstede, G. (2010). The Hofstede model. Applications for global branding and advertising strategy and research. International Journal of Advertising, 29(1), 85–110.CrossRefGoogle Scholar
  10. Douglas, S. P., Samuel Craig, C., & Nijssen, E. J. (2001). Integrating branding strategy across markets: Building international brand architecture. Journal of International Marketing, 9(2), 97–114.CrossRefGoogle Scholar
  11. Dow, D. (2005). Adaptation and performance in foreign markets: Evidence of systematic under-adaptation. Journal of International Business Studies, 37, 212–226.CrossRefGoogle Scholar
  12. Doyle, G. (2009). Managing global expansion of media products and brands: A case study of FHM. International Journal on Media Management, 8(3), 105–115.CrossRefGoogle Scholar
  13. Förster, K. (2011a). TV-Markenführung: Besonderheiten, Strategien und Instrumente. In K. Förster (Ed.), Strategien erfolgreicher TV-Marken: Eine international Analyse (pp. 9–30). Wiesbaden: VS Verlag für Sozialwissenschaften.CrossRefGoogle Scholar
  14. Förster, K. (2011b). Key success factors of TV brand management: An international case study analysis. Journal of Media Business Studies, 8(4), 1–22.CrossRefGoogle Scholar
  15. Gershon, R. A. (2006). Issues in transnational media management. In A. B. Albarran, S. M. Chan-Olmsted, & M. Wirth (Eds.), Handbook of media management and economics (pp. 203–228). Mahwah, NJ: Lawrence Erlbaum.Google Scholar
  16. Hall, E. T. (1976). Beyond culture. New York: Anchor Press Doubleday.Google Scholar
  17. Hannerz, U. (1990). Cosmopolitans and locals in world culture. In M. Featherstone (Ed.), Global culture: Nationalism, globalization and modernity (pp. 295–310). Thousand Oaks, CA: Sage.Google Scholar
  18. Hofstede, G. H. (2001). Culture’s consequences: Comparing values, behaviors, institutions, and organizations across nations. Thousand Oaks, CA: Sage.Google Scholar
  19. Hoskins, C., & Mirus, R. (1988). Reasons for the US dominance of the international trade in television programmes. Media, Culture & Society, 10, 499–515.CrossRefGoogle Scholar
  20. Interbrand. (2014). Best global brands report 2014. Retrieved from http://bestglobalbrands.com/2014/ranking/
  21. Learned, E. P., Christiansen, C. R., Andrews, K. R., & Guth, W. D. (1965). Business policy: Text and cases. Homewood, IL: Irwin.Google Scholar
  22. Levitt, T. (1983). The globalization of markets. Harvard Business Review, 61(3), 92–102.Google Scholar
  23. Mavise. (2012). Database of TV companies and TV channels in the European Union and candidate countries. http://mavise.obs.coe.int
  24. Mintzberg, H., Ahlstrand, B., & Lampel, J. (1998). Strategy safari. New York: Free Press.Google Scholar
  25. Moran, A. (2005). Configurations of the new television landscape. In J. Wasko (Ed.), A companion in television (pp. 270–290). Malden: Blackwell Publishing.Google Scholar
  26. Mueller, B., & Taylor, C. R. (2013). Convergence in global markets: The great standardization versus localization debate is (finally) put to rest. In S. Diehl & M. Karmasin (Eds.), Media and convergence management (pp. 89–105). Berlin: Springer.CrossRefGoogle Scholar
  27. Oszomer, A., & Altaras, S. (2008). Global brand purchase likelihood: A critical synthesis and an integrated conceptual framework. Journal of International Marketing, 16(4), 1–26.CrossRefGoogle Scholar
  28. Rohn, U. (2014). Small market, big format: Idols in Estonia. Baltic Screen Media Review, 2, 122–137. http://publications.tlu.ee/index.php/bsmr/article/view/223/pdf
  29. Rohn, U. (2004). Media companies and their strategies in foreign television markets. Cologne: Institute of Broadcasting Economy. Retrieved from http://www.rundfunk-institut.uni-koeln.de/institut/pdfs/18704.pdf
  30. Rohn, U. (2010). Cultural barriers to the success of foreign media content: Western media in China, India, and Japan. Frankfurt am Main: Peter Lang.Google Scholar
  31. Rohn, U. (2011a). Lacuna or universal? A new model for understanding cross-cultural audience demand. Media, Culture & Society, 33(4), 631–641.CrossRefGoogle Scholar
  32. Rohn, U. (2011b). Emerging, attracting and challenging: How some of the world’s largest media companies perceive their challenges and opportunities in China. The Chinese Journal of Communication, 4(2), 198–217.CrossRefGoogle Scholar
  33. Root, F. R. (1994). Entry strategies for international markets. New York: Lexington Books.Google Scholar
  34. Roth, M. S. (1995). The effects of culture and socioeconomics on the performance of global brand image strategies. Journal of Marketing Research, 32(29), 163–175.CrossRefGoogle Scholar
  35. Steenkamp, J. B., Batra, R., & Alden, D. (2003). How perceived brand globalness creates brand value. Journal of International Business Studies, 34, 53–65.CrossRefGoogle Scholar
  36. Straubhaar, J. (1991). Beyond media imperialism: Asymmetrical interdependence and cultural proximity. Critical Studies in Media Communication, 8, 1–11.CrossRefGoogle Scholar
  37. Townsend, J. D. (2009). Getting to global. An evolutionary perspective of brand expansion in international markets. Journal of International Business Studies, 40(4), 539–558.CrossRefGoogle Scholar
  38. Tunstall, J. (2008). The media were American: U.S. media in decline. Oxford: Cambridge Press.Google Scholar
  39. Turner, G. (2005). Cultural identity, soap narrative, and reality tv. Television and New Media, 6(4), 415–22.CrossRefGoogle Scholar
  40. Wasko, J., Phillips, M., & Meehan, E. R. (2001). Dazzled by Disney? The global Disney audience project. London: Leicester University Press.Google Scholar
  41. Wong, H. Y., & Merrilees, B. (2007). Multiple roles for branding in international marketing. International Marketing Review, 24(4), 384–408.CrossRefGoogle Scholar
  42. Yip, G. S. (2000). Global strategy in a world of nations? In C. Bartlett & S. Goshal (Eds.), Transnational management: Text, cases, and readings in cross-border management. Boston: McGraw Hill.Google Scholar

Copyright information

© Springer International Publishing Switzerland 2015

Authors and Affiliations

  1. 1.Arcada University of Applied SciencesHelsinkiFinland

Personalised recommendations