Brands in International and Multi-Platform Expansion Strategies: Economic and Management Issues

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 commonplace across media.

Patterns of structural and sequential ambidexterity in cross-border media management

“…[23] Cross-border product diversification indicating exploration primarily but not exclusively occurs via brand applications. These results support research on media brand management that describe internationalisation as a brand extension (Doyle, 2015). Complementarily, media companies explore on the level of distribution: They invest in technological innovation and distribution technologies, trying to expand their ability to transmit and thus scale their brands.…”

Research Note: Nostalgia as the Future for Branding Entertainment Media? The Consumption of Personal and Historical Nostalgic Films and Its Effects

“…smartphones and tablet PCs) attracting a lively gamer subculture, the retro gamers (Suominen, 2007. Research questions to be considered could include identification, repeat and binge viewing (see McDowell, 2015), and cross platform behavior (see contributions by Doyle, 2015 andShay, 2015). Different kinds of media brands on various levels, such as the media company itself like Disney, the movie as an own brand (e.g.…”

Media brands and the sustainability of local media in Serbia

“…Kao brend arhitekture medija, često se govori i o ličnim brendovima novinara (Molyneux, Lewis & Holton, 2018) takozvanim media like brendovima, kao što je lični brend influensera (Chan-Olmsted & Wang, 2020). U literaturi, ima dominantan fokus na velike medijske kuće, strategija ekstenzije brenda je najčešće analizirana, u kontekstu širenja korporativnog brenda ili brenda medijskog kanala na nove kanale i sadržaje, ili na inostrana tržišta (Doyle, 2006(Doyle, , 2015Tarkiainen et al, 2008;Habann et al, 2008). Strategije cross-media ekstenzije brenda kao i ekstenzije brenda su neki od načina osnaživanja medija i korišćenja identifikovanih tržišnih šansi, kako u oblasti i distribucije medijskih sadržaja tako u oblasti diversifikovane ekstenzije brenda.…”