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Handbook of Media Branding pp 65–80Cite as

Media Branding from an Organizational and Management-Centered Perspective

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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.

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Notes

  1. 1.

    Baumgarth and Bode provide an overview of definitions for the brand depending on perspectives including legal aspects, object orientation, supplier orientation, demand orientation and integrated definitions (Baumgarth, 2008; Bode, 2010).

  2. 2.

    Brand image requires that consumers actually notice a brand (brand awareness) and acquire brand knowledge that finds its expression in their ability to recognize (brand recognition) or recall a brand (Chan-Olmsted, 2006).

  3. 3.

    For example, Comcast operates the dazzling number of more than 1,000 subsidiaries on the first level of the subsidiary hierarchy with many more on consecutive levels. Other media companies such as NewsCorp or Bertelsmann may have fewer subsidiaries on the top tier but display increasingly broader ranges on lower levels.

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Author information

Authors and Affiliations

  1. Jade University of Applied Sciences, Wilhelmshaven, Germany

    Sabine Baumann

Authors
  1. Sabine Baumann
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Correspondence to Sabine Baumann .

Editor information

Editors and Affiliations

  1. IPMZ Institute, University of Zurich, Zurich, Switzerland

    Gabriele Siegert

  2. Institute of Journalism, University of Vienna, Vienna, Austria

    Kati Förster

  3. College of Journalism and Communication, University of Florida, Gainesville, Florida, USA

    Sylvia M. Chan-Olmsted

  4. Transformation Center MMTC-Media Management, Jönköping International Business School, Jönköping, Sweden

    Mart Ots

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Baumann, S. (2015). Media Branding from an Organizational and Management-Centered Perspective. In: Siegert, G., Förster, K., Chan-Olmsted, S., Ots, M. (eds) Handbook of Media Branding. Springer, Cham. https://doi.org/10.1007/978-3-319-18236-0_5

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