Abstract
The television industry in Germany has adopted principles of branding and brand management in recent years. While branding has been common practice and an essential marketing tool for fast-moving consumer goods for decades, media brands tend to lag behind. Whereas print media can provide some evidence of a tradition of branding, TV and radio brands, due to strict regulation in these markets, were for a long time not necessary.
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© 2016 Springer Fachmedien Wiesbaden
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Berz, J. (2016). Introduction. In: Managing TV Brands with Social Media. Springer VS, Wiesbaden. https://doi.org/10.1007/978-3-658-14294-0_1
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DOI: https://doi.org/10.1007/978-3-658-14294-0_1
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