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Media Branding: A Strategy to Align Values to Media Management?

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Value-Oriented Media Management

Part of the book series: Media Business and Innovation ((MEDIA))

Abstract

Media organizations are dealing with various internal and external value sets such as individual values of media professionals, journalistic values as professional standards, corporate values, but also monetary and societal values. Since media brands are not only based on a value set, but are established in co-orientation and co-creation processes between the media organization and its different stakeholders, the value sets of the different stakeholders are incorporated and influence decision-making processes. Thus, in aligning the different value sets and value-based expectations, we argue that branding is the appropriate strategy for media management to achieve market success as well as legitimacy.

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Notes

  1. 1.

    Audience values here were understood as a prediction of the audience’s taste, like the visual appeal.

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Authors and Affiliations

  1. University of Zurich, Zurich, Switzerland

    Gabriele Siegert & Stefanie A. Hangartner

Authors
  1. Gabriele Siegert
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  2. Stefanie A. Hangartner
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Correspondence to Gabriele Siegert .

Editor information

Editors and Affiliations

  1. School of Journalism, Catholic University Eichstaett-Ingolstadt, Eichstaett, Germany

    Klaus-Dieter Altmeppen

  2. University of Georgia at Athens, Athens, USA

    C. Ann Hollifield

  3. Catholic University Eichstaett-Ingolstadt, Eichstaett, Germany

    Joost van Loon

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Siegert, G., Hangartner, S.A. (2017). Media Branding: A Strategy to Align Values to Media Management?. In: Altmeppen, KD., Hollifield, C., van Loon, J. (eds) Value-Oriented Media Management. Media Business and Innovation. Springer, Cham. https://doi.org/10.1007/978-3-319-51008-8_17

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