IDEAS home Printed from https://ideas.repec.org/h/spr/sprchp/978-3-319-18236-0_10.html
   My bibliography  Save this book chapter

Emerging Industry Issues and Trends Influencing the Branding of Media Content

In: Handbook of Media Branding

Author

Listed:
  • Walter S. McDowell

    (University of Miami)

Abstract

Rarely can one media firm possess a piece of equipment, computer software, organizational structure, business model or distribution platform that cannot be copied by rivals. On the other hand, exclusive and legally protected branded content is far more likely to offer a genuine competitive advantage. This chapter looks at emerging trends and issues influencing the branding of media content from an industry perspective. Using the overlapping lenses of technology, economics and regulation, the chapter consolidates hundreds of contemporary industry trade articles published in the U.S into a parsimonious “literature review” of basic themes. The work concludes with a recommendation that academics routinely study industry trade articles as a means to keep their research and teaching agendas relevant to the real world of media brand management.

Suggested Citation

  • Walter S. McDowell, 2015. "Emerging Industry Issues and Trends Influencing the Branding of Media Content," Springer Books, in: Gabriele Siegert & Kati Förster & Sylvia M. Chan-Olmsted & Mart Ots (ed.), Handbook of Media Branding, edition 127, pages 145-156, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-18236-0_10
    DOI: 10.1007/978-3-319-18236-0_10
    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_10. 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.