<?xml version="1.0" encoding="utf-8"?>
<export-example>
  <doc>
    <id>4776</id>
    <completedYear>2024</completedYear>
    <publishedYear>2024</publishedYear>
    <thesisYearAccepted/>
    <language>eng</language>
    <pageFirst>615</pageFirst>
    <pageLast>639</pageLast>
    <pageNumber>25 Seiten</pageNumber>
    <edition/>
    <issue/>
    <volume/>
    <type>bookpart</type>
    <publisherName>Springer</publisherName>
    <publisherPlace>Wiesbaden</publisherPlace>
    <creatingCorporation/>
    <contributingCorporation/>
    <belongsToBibliography>0</belongsToBibliography>
    <completedDate>2024-10-29</completedDate>
    <publishedDate>2024-10-29</publishedDate>
    <thesisDateAccepted>--</thesisDateAccepted>
    <title language="eng">Media Brand Management</title>
    <abstract language="eng">Abstract&#13;
&#13;
The management of media brands faces challenges. In order to be able to point out possible solutions, this article first explains the concept and the nature of “media brands.” Subsequently, various theoretical approaches to the explanation of media brands and their management are presented. Regardless of theoretical preferences, it is important to keep in mind the brand-strategic complexity of media management that is subsequently described. Due to their specificity,&#13;
special attention is paid to the basic strategic positioning options and to the communication management of media brands. In this way, the special features of media brand management become clear in comparison with other products and services.</abstract>
    <parentTitle language="eng">Handbook of Media and Communication Economics</parentTitle>
    <identifier type="doi">10.1007/978-3-658-39909-2</identifier>
    <identifier type="isbn">978-3-658-39908-5</identifier>
    <enrichment key="opus.doi.autoCreate">false</enrichment>
    <enrichment key="opus.urn.autoCreate">false</enrichment>
    <licence>© Alle Rechte vorbehalten</licence>
    <author>Jörg Tropp</author>
    <author>Stefan Weinacht</author>
    <subject>
      <language>eng</language>
      <type>uncontrolled</type>
      <value>Media brands</value>
    </subject>
    <subject>
      <language>eng</language>
      <type>uncontrolled</type>
      <value>Media positioning</value>
    </subject>
    <subject>
      <language>eng</language>
      <type>uncontrolled</type>
      <value>Brand theory</value>
    </subject>
    <subject>
      <language>eng</language>
      <type>uncontrolled</type>
      <value>Media brand characteristics</value>
    </subject>
    <subject>
      <language>eng</language>
      <type>uncontrolled</type>
      <value>Communication management</value>
    </subject>
    <collection role="institutes" number="FB 3">Informatik und Kommunikation</collection>
    <thesisPublisher>Westfälische Hochschule Gelsenkirchen Bocholt Recklinghausen</thesisPublisher>
  </doc>
</export-example>
