IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-319-18236-0_7.html
   My bibliography  Save this book chapter

Media Brands and the Advertising Market: Exploring the Potential of Branding in Media Organizations’ B2B Relationships

In: Handbook of Media Branding

Author

Listed:
  • Christoph Sommer

    (University of Zurich)

Abstract

Because of the changes in the media industry over the last years, brand management has become a key issue. Media brands fulfill important functions to compensate media product characteristics, one of those being the need to address the audience as well as the advertising market. Accordingly, branding strategies have to be developed from the brand identity for both groups of customers while being considerate about the match of the evolving images. This approach offers benefits not only in the audience market, but to media companies and advertisers alike. Through laying emphasis on a brand’s exceptional contents, audiences and services, media companies can build up brand equity and differentiate themselves from competitors. Advertisers on the other hand profit from media brand activation and context leading to involvement of a distinct target group with the advertisement. Associations with the media brand are transferred to the commercial message, making it more credible and effective.

Suggested Citation

  • Christoph Sommer, 2015. "Media Brands and the Advertising Market: Exploring the Potential of Branding in Media Organizations’ B2B Relationships," Springer Books, in: Gabriele Siegert & Kati Förster & Sylvia M. Chan-Olmsted & Mart Ots (ed.), Handbook of Media Branding, edition 127, pages 97-110, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-18236-0_7
    DOI: 10.1007/978-3-319-18236-0_7
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:sprchp:978-3-319-18236-0_7. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.