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Media Brand Management

In: Handbook of Media and Communication Economics

Author

Listed:
  • Jörg Tropp

    (Pforzheim University)

  • Stefan Weinacht

    (Westfälische Hochschule)

Abstract

The management of media brands faces challenges. In order to be able to point out possible solutions, this article first explains the concept and the nature of “media brands.” Subsequently, various theoretical approaches to the explanation of media brands and their management are presented. Regardless of theoretical preferences, it is important to keep in mind the brand-strategic complexity of media management that is subsequently described. Due to their specificity, special attention is paid to the basic strategic positioning options and to the communication management of media brands. In this way, the special features of media brand management become clear in comparison with other products and services.

Suggested Citation

  • Jörg Tropp & Stefan Weinacht, 2024. "Media Brand Management," Springer Books, in: Jan Krone & Tassilo Pellegrini (ed.), Handbook of Media and Communication Economics, pages 615-639, Springer.
    • Handle: RePEc:spr:sprchp:978-3-658-39909-2_21
    DOI: 10.1007/978-3-658-39909-2_21
    as

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