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

被引：2
|
作者：
Stipp, Horst [1 ]
机构：
[1] Advertising Res Fdn, New York, NY USA
来源：
JMM-INTERNATIONAL JOURNAL ON MEDIA MANAGEMENT | 2012年 / 14卷 / 02期
关键词：
D O I：
10.1080/14241277.2012.675756
中图分类号：
G2 [信息与知识传播];
学科分类号：
05 ; 0503 ;
摘要：
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.
引用
收藏
页码：107 / 119
页数：13
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