Brands in international and multi‐platform expansion strategies: economic and management issues

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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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
Glasgow Author(s) Enlighten ID:Doyle, Professor Gillian
Authors: Doyle, G.
College/School:College of Arts > School of Culture and Creative Arts > Theatre Film and TV Studies
Publisher:Springer International Publishing
Copyright Holders:Copyright © 2015 Springer International Publishing Switzerland
Publisher Policy:Reproduced in accordance with the copyright policy of the publisher

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Project CodeAward NoProject NamePrincipal InvestigatorFunder's NameFunder RefLead Dept
537981'Multi-platform media and the digital challenge: Strategy, Distribution and Policy'Gillian DoyleEconomic & Social Research Council (ESRC)ES/J011606/1CCA - THEATRE FILM AND TV STUDIES