Strong brands are necessary in media because technology has increased thenumber of content providers and made it possible for many more competitors toseek the attention and loyalty of audiences and advertisers. Brands are crucialin separating media companies and their products from those of competitors,in creating continuity of quality and service across extended product lines, andin helping develop strong bonds with consumers.

This book discusses communicative tactics and the building of media brandequity, focuses on strategic aspects and brands as vehicles for business expansion,and investigates issues of media brands on advertising markets.

The book contributes to the wider understanding of brand-related issues facingboth practitioners and academics. Brand management has become an importantmanagerial task and researchers are challenged to uncover the implications ofthis for media firms, consumers, and society at large.