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Brands in International and Multi-Platform Expansion Strategies: Economic and Management Issues

In: Handbook of Media Branding

Author

Listed:
  • Gillian Doyle

    (University of Glasgow)

Abstract

Powerful media branding has historically facilitated successful international expansion on the part of magazine and other content forms including film and TV formats. Multi-platform expansion is now increasingly central to the strategies of media companies and, as this chapter argues, effective use of branding in order to engage audiences effectively and to secure a prominent presence across digital platforms forms a core part of this. Drawing on original research into the experience of UK media companies, this chapter highlights some of the key economic, management and socio-cultural issues raised by the ever-increasing role of brands and branding in the strategies of international and multi-platform expansion that are increasingly commonplace across media.

Suggested Citation

  • Gillian Doyle, 2015. "Brands in International and Multi-Platform Expansion Strategies: Economic and Management Issues," Springer Books, in: Gabriele Siegert & Kati Förster & Sylvia M. Chan-Olmsted & Mart Ots (ed.), Handbook of Media Branding, edition 127, pages 53-64, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-18236-0_4
    DOI: 10.1007/978-3-319-18236-0_4
    as

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