Media Branding from an Organizational and Management-Centered Perspective

Baumann, Sabine

doi:10.1007/978-3-319-18236-0_5

Cited by 16 publications

(12 citation statements)

References 43 publications

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“…Media branding is unique because of the normative, market and product level aspects (Siegert et al 2015) and the respective functions regarding the organisation, advertisers and recipients (Baumann 2015). Therefore, in order to construct an understanding of the brand image of an opera, we need to consider the specific qualities of operas as an important cultural product.…”

Section: Theoretical Groundingmentioning

confidence: 99%

The Branding Potential for the Digital Transmission of Live-Operas to the Cinema: An International Comparison of Estonia and Germany

Roll

Horst

2017

Baltic Screen Media Review

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Today, opera houses are confronted by new (global) digital media offers that enable people to remain outside the opera house while attending a live-opera, e.g. via livestreamed opera performances in the cinema. This is a challenge for media managers in these fields because they need to find new ways to work with these new opportunities. Within a cultural marketing context, branding is highly relevant. Based on the brand image approach by Kevin Lane Keller (1993), we use a complex qualitative-quantitative study in order to investigate if, and how, the brand images of live-opera performances and live-streamed operas differ between countries and cultural contexts. By comparing Estonia and Germany, we found that the perception of live-opera is rather a global phenomenon with only slight differences. Furthermore, the ‘classical’ opera performance in an opera house is still preferred, with a corresponding willingness to pay, while the live-streamed opera offer may provide a modern touch. The study may help media managers in adapting their brand management to include new digital product offers and to find targeted differentiation strategies for increasingly competitive markets.

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Section: Theoretical Groundingmentioning

confidence: 99%

The Branding Potential for the Digital Transmission of Live-Operas to the Cinema: An International Comparison of Estonia and Germany

Roll

Horst

2017

Baltic Screen Media Review

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“…Zahvaljujući novim tehnologijama, publika je danas aktivan kreator medijskih sadržaja i brend asocijacija, stavljajuću brend menadžere u poziciju nekoga ko upravlja tim sadržajima. Baumann (2015) navodi da postoje određeni medijski proizvodi, čiji nivo kvaliteta je teško u potpunosti utvrditi i nakon potrošnje, kao što je produkcija vesti, zbog čega se potrošači dominantno oslanjaju na reputaciju brenda medija ili medijskog proizvoda. Uobičajeno se smatra da je građenje medijskih brendova je pretežno vezano za velike medijske kompanije koje po ovom osnovu najviše kapitalizuju od prodaje oglasnog prostora.…”

Section: Uvodunclassified

Media brands and the sustainability of local media in Serbia

Mitić¹,

Ognjanov²

2022

Marketing

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This paper presents an analysis of media business models based on brand development and its implementation by the local media outlets in Serbia. The main purpose is to better understand the development of media brands and the importance of media branding while identifying further directions for media sustainability in the dynamic and fast-changing competitive environment. The aim of the paper is to shed light on the specifics of media brands, media brand architecture, and brand strategies, as well as on the main trends in the industry. We base our analysis on the premise that the development and adequate management of media brands make an important driver of media sustainability. Thus, we propose relevant guidelines for media brand management for assuring media sustainability. The results of descriptive, qualitative research of 16 local media in Serbia are presented in the empirical part of the paper. In the discussion we argue that despite many limitations they have been facing on Serbian media market the observed media outlets with just one exception have recognized the importance of branding and have by now focused primarily on use of various extension brand strategies for sustainable business development.

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“…The Dirichlet has been previously applied in this type of analysis (Ehrenberg et al, 2004) The marketing context is that branding plays a critical role in the contemporary media industry (Bange et al, 2019;Khajeheian & Ebrahimi, 2020), in part because today's media consumers are empowered (Labafi & Williams, 2018) and because of the need to communicate with multiple stakeholders (subscribers/viewers, and publishers/editors and advertisers). For publishers and editors, digital platform architecture provides the flexibility to adapt content to meet the interests of consumers and for this content to be branded (through the masthead or branded section) or left as a non-branded attribute (such as a content section) (Baumann, 2015;Napoli, 2011).…”

Section: Using the Comprehensive Nbd-dirichlet Model In Integrated Dashboardsmentioning

confidence: 99%

Digital media consumption: Using metrics, patterns and dashboards to enhance data‐driven decision‐making

Chan¹,

Uncles

2021

J of Consumer Behaviour

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Dashboards are commonly used to inform data-driven decision-making by multiple stakeholders within and across businesses. The purpose of this article is to show how a comprehensive marketing model, the NBD-Dirichlet, can be used to construct coherent and integrated dashboards. This is demonstrated using an example that offers practical guidance to practitioners and researchers for incorporating the model into a dashboard and showing how it can enhance visualisation, communication, and decision-making. The example concerns digital media consumption behaviour, specifically the section choice behaviour of readers of an online magazine. The example demonstrates the utility of the NBD-Dirichlet model to underpin a marketing management dashboard (RQ1), where model parameters are estimated from unstructured log-file data (RQ2) using log-likelihood estimation (RQ4). The example also shows the applicability of the model in analysing a non-brand attribute, specifically magazine content sections (RQ3). From inspection of graphical and tabular dashboards, it is evident that magazine section content is read by consumers in ways we might expect given the well-known Double Jeopardy (DJ) pattern of the NBD-Dirichlet model (RQ5). There is no evidence of change-of-pace behavioural loyalty (RQ6), nor niche behavioural loyalty (RQ7). Finally, the article highlights the benefits of the NBD-Dirichlet in business as not only a tool for underpinning dashboards but also for scenario planning (RQ8).

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Media Branding from an Organizational and Management-Centered Perspective

Cited by 16 publications

References 43 publications

The Branding Potential for the Digital Transmission of Live-Operas to the Cinema: An International Comparison of Estonia and Germany

The Branding Potential for the Digital Transmission of Live-Operas to the Cinema: An International Comparison of Estonia and Germany

Media brands and the sustainability of local media in Serbia

Digital media consumption: Using metrics, patterns and dashboards to enhance data‐driven decision‐making

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