TY - CHAP A1 - Tropp, Jörg A1 - Weinacht, Stefan T1 - Media Brand Management T2 - Handbook of Media and Communication Economics N2 - Abstract 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, 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. KW - Media brands KW - Media positioning KW - Brand theory KW - Media brand characteristics KW - Communication management Y1 - 2024 SN - 978-3-658-39908-5 U6 - https://doi.org/10.1007/978-3-658-39909-2 SP - 615 EP - 639 PB - Springer CY - Wiesbaden ER - TY - CHAP A1 - Tropp, Jörg A1 - Weinacht, Stefan ED - Krone, Jan ED - Pellegrini, Tassilo T1 - Media Brand Management BT - a European Perspective T2 - Handbook of Media and Communication Economics N2 - 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, 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. KW - Media Brands KW - Media positioning KW - Brand theory KW - Media brand characteristics KW - Communication management Y1 - 2022 SP - 1 EP - 25 PB - Springer CY - Wiesbaden ER -