The Branding of Television Networks: Lessons From Branding Strategies in the U.S. Market

Managers of media companies, such as television networks, usually take it for granted that branding and having a strong brand in the minds of consumers is essential for profitability, growth, and long-term success. They share that outlook with most business people, marketers, and academics in the fields of management and branding: the identity of a product or company and the marketing of the brand's positive attributes are proven tools for a successful business strategy.