Key Success Factors of TV Brand Management: An International Case Study Analysis

Abstract

The functions of media brands from an audience and a managerial perspective have been the subject of controversial discussion among scholars. However, in extant studies scholars have focused on single aspects of media branding; such as the influence of programming strategies on TV brands (Wolff, 2006), the effects of brand images for television news (Chan-Olmsted & Cha, 2008), or media referring content as a communication instrument for media corporations (Weinacht, 2009). But current research lacks a holistic view of the TV branding process, which includes both the strategic and tactical perspectives. Thus, the purpose of the present study is to identify key success factors of TV brand management by analyzing ten different TV brands in the U.S., the U.K., Spain, and Germany.

Key Words:

• media branding
• brand management
• television