Handbook of Media Branding

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.

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 andElectronic 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.

Preface.- Part I: Media Branding: Locating an Emerging Research Area.- Part II: The Management Perspective: Media Brands as Management Task.- Part III: The Product Perspective: Media Brands as Branded Content.- Part IV: the Communication Perspective: Media Brands as Marketing Communication and Co-Creation.- Part V: The Consumer Perspective: Media Brands as an Audience Construct.- Part V: The Value Perspective: Media Brands Between Societal Expectations, Quality and Profit.