Handbook of Media Branding

1. Front Matter

   Pages i-ix

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2. What Is So Special About Media Branding? Peculiarities and Commonalities of a Growing Research Area

   • Gabriele Siegert, Kati Förster, Sylvia M. Chan-Olmsted, Mart Ots

   Pages 1-8

3. Media Branding: Locating an Emerging Research Area

   1. Front Matter

      Pages 9-9

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   2. Media Branding 3.0: From Media Brands to Branded Entertainment and Information

      • Sylvia M. Chan-Olmsted, Ronen Shay

      Pages 11-32

   3. 20 Years of Research on Media Brands and Media Branding

      • Isabelle Krebs, Gabriele Siegert

      Pages 33-49

4. The Management Perspective: Media Brands as Management Task

   1. Front Matter

      Pages 51-51

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   2. Brands in International and Multi-Platform Expansion Strategies: Economic and Management Issues

      • Gillian Doyle

      Pages 53-64

   3. Media Branding from an Organizational and Management-Centered Perspective

      • Sabine Baumann

      Pages 65-80

   4. International Media Branding

      • Ulrike Rohn

      Pages 81-95

   5. Media Brands and the Advertising Market: Exploring the Potential of Branding in Media Organizations’ B2B Relationships

      • Christoph Sommer

      Pages 97-110

   6. Add Some Glam? An Essay on the Aestheticization of Media Brands

      • Christian Bluemelhuber

      Pages 111-128

   7. Research Note: Audience Perspectives on the Perceived Quality of Pure Play Distribution: A Cross-Platform Analysis

      • Ronen Shay

      Pages 129-142

5. The Product Perspective: Media Brands as Branded Content

   1. Front Matter

      Pages 143-143

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   2. Emerging Industry Issues and Trends Influencing the Branding of Media Content

      • Walter S. McDowell

      Pages 145-156

   3. Branding Media Content: From Storytelling to Distribution

      • M. Bjørn von Rimscha

      Pages 157-167

   4. Native Advertising, or How to Stretch Editorial to Sponsored Content Within a Transmedia Branding Era

      • Stéphane Matteo, Cinzia Dal Zotto

      Pages 169-185

   5. Innovating and Trading TV Formats Through Brand Management Practices

      • Sukhpreet Singh, John Oliver

      Pages 187-197

   6. Research Note: Nostalgia as the Future for Branding Entertainment Media? The Consumption of Personal and Historical Nostalgic Films and Its Effects

      • Kathrin Natterer (née Greuling)

      Pages 199-214

6. The Communication Perspective: Media Brands as Marketing Communication and Co-creation

   1. Front Matter

      Pages 215-215

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   2. Media Brand Cultures: Researching and Theorizing How Consumers Engage in the Social Construction of Media Brands

      • Mart Ots, Benjamin J. Hartmann

      Pages 217-229

This comprehensive handbook critically addresses current issues and achievements in the field of media branding. By discussing media branding from different viewpoints, disciplines and research traditions, this book offers fresh perspectives and identifies areas of interest for further research. The authors highlight the peculiarities of this field and reveal links and commonalities with other areas of study within communication science. The chapters address different research areas, such as society-, content-, management-, audience- as well as advertising aspects of media brands. This handbook thus brings together contributions from different areas making it a valuable resource for researchers and experts from industry interested in media branding.

• Advertising
• Advertising Market
• Journalism
• Marketing Communication
• Media Brands
• Social Media Communication

• IPMZ Institute, University of Zurich, Zurich, Switzerland

  Gabriele Siegert

• Institute of Journalism, University of Vienna, Vienna, Austria

  Kati Förster

• College of Journalism and Communication, University of Florida, Gainesville, USA

  Sylvia M. Chan-Olmsted

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

  Mart Ots

Gabriele Siegert is Professor in the IPMZ - Institute of Mass Communication and Media Research at the University of Zurich, Switzerland. Her research focuses on media economics, media management, in particular media branding, as well as advertising. She is the author and co-author of books such as Media Brand Management (Medienmarken-Management), Introduction to Advertising in the Media- and Information Society (Werbung in der Medien- und Informationsgesellschaft) or Introduction to Media Economics (Medienökonomie – eine problemorientierte Einführung) and co-editor of books such as Economics of Entertainment Production (Zur Ökonomie der Unterhaltungsproduktion) or Introduction to Mass Communication (Einführung in die Publizistikwissenschaft). She has published refereed articles in the Journal of Media Business Studies, Journal of Media Economics, International Journal on Media Management and others.

Kati Förster works at the Department of Communication at the University of Vienna, Austria. Her main research interests are in media branding and advertising, especially in the key success factors for television brands and in effects of media brands for audiences in terms of emotions, personal and social identity. Her work has been published in Journal of Media Business Studies and Online Journal of Communication and Media Technologies. She also serves as a spokesperson for the Austrian Advertising Standards Board.

Sylvia Chan-Olmsted is Professor in the Department of Telecommunication at the University of Florida, USA. Her research focuses on digital/mobile media consumer and marketing strategy, as well as brand management and strategic management in emerging media industries. She is the author of the book Competitive Strategy for Media Firms and co-editor of two books, Media Management and Economics Handbook and Global Media Economics. She has published over 60 refereed articles in the Journal of Broadcasting and Electronic Media, Journalism & Mass Communication Quarterly, Telecommunications Policy, New Media and Society, Journal of Media Economics, International Journal on Media Management, and others.

Mart Ots (Ph.D) is Director of the Media Management and Transformation Centre at Jönköping International Business School, Sweden. His main research interests are in the decision-making and organization of marketing work, in the effects of advertising media, and in media policy. His research has been published in Journal of Communication Inquiry and International Journal on Media Management, and he is currently the editor of Journal of Media Business Studies. Mart regularly serves as an advisor to government institutions, industry organizations, and private corporations on issues concerning media, policy and marketing communications.

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