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Handbook of Media Branding

Editors: Siegert, G., Förster, K., Chan-Olmsted, S.M., Ots, M. (Eds.)

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  • The first comprehensive handbook of media branding International
  • Covers the American and the European view on media branding Multidisciplinary
  • Discusses media branding from different views, disciplines and research traditions up-to-date
  • Reflects current issues in media management practice and research
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Buy this book

eBook $139.00
price for USA in USD (gross)
  • ISBN 978-3-319-18236-0
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $199.99
price for USA in USD
  • ISBN 978-3-319-18235-3
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $179.00
price for USA in USD
  • ISBN 978-3-319-36248-9
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
About this book

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.

About the authors

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.

Table of contents (26 chapters)

Table of contents (26 chapters)
  • What Is So Special About Media Branding? Peculiarities and Commonalities of a Growing Research Area

    Pages 1-8

    Siegert, Gabriele (et al.)

  • Media Branding 3.0: From Media Brands to Branded Entertainment and Information

    Pages 11-32

    Chan-Olmsted, Sylvia M. (et al.)

  • 20 Years of Research on Media Brands and Media Branding

    Pages 33-49

    Krebs, Isabelle (et al.)

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

    Pages 53-64

    Doyle, Gillian

  • Media Branding from an Organizational and Management-Centered Perspective

    Pages 65-80

    Baumann, Sabine

Buy this book

eBook $139.00
price for USA in USD (gross)
  • ISBN 978-3-319-18236-0
  • Digitally watermarked, DRM-free
  • Included format: PDF, EPUB
  • ebooks can be used on all reading devices
  • Immediate eBook download after purchase
Hardcover $199.99
price for USA in USD
  • ISBN 978-3-319-18235-3
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
Softcover $179.00
price for USA in USD
  • ISBN 978-3-319-36248-9
  • Free shipping for individuals worldwide
  • Usually dispatched within 3 to 5 business days.
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Bibliographic Information

Bibliographic Information
Book Title
Handbook of Media Branding
Editors
  • Gabriele Siegert
  • Kati Förster
  • Sylvia M. Chan-Olmsted
  • Mart Ots
Copyright
2015
Publisher
Springer International Publishing
Copyright Holder
Springer International Publishing Switzerland
eBook ISBN
978-3-319-18236-0
DOI
10.1007/978-3-319-18236-0
Hardcover ISBN
978-3-319-18235-3
Softcover ISBN
978-3-319-36248-9
Edition Number
1
Number of Pages
IX, 414
Number of Illustrations
24 b/w illustrations, 1 illustrations in colour
Topics