Doyle, G. (2015) Brands in international and multi‐platform expansion strategies: economic and management issues. In: Siegert, G., Förster, K., Chan-Olmsted, S. and Ots, M. (eds.) Handbook of Media Branding. Springer International Publishing: Berlin, pp. 53-64. ISBN 9783319182353 (doi: 10.1007/978-3-319-18236-0_4)
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Publisher's URL: http://www.springer.com/us/book/9783319182353
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 common- place across media.
| Item Type: | Book Sections |
|---|---|
| Additional Information: | The final version of this item is available http://link.springer.com/book/10.1007/978-3-319-18236-0 |
| Status: | Published |
| Glasgow Author(s) Enlighten ID: | Doyle, Professor Gillian |
| Authors: | Doyle, G. |
| College/School: | College of Arts & Humanities > School of Culture and Creative Arts > Theatre Film and TV Studies |
| Publisher: | Springer International Publishing |
| ISBN: | 9783319182353 |
| Copyright Holders: | Copyright © 2015 Springer International Publishing Switzerland |
| Publisher Policy: | Reproduced in accordance with the copyright policy of the publisher |
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