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

  • Gabriele SiegertEmail author
  • Stefanie A. Hangartner
Part of the Media Business and Innovation book series (MEDIA)


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.


Media Organization Professional Standard Media Outlet Brand Management Brand Communication 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer International Publishing AG 2017

Authors and Affiliations

  1. 1.University of ZurichZurichSwitzerland

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