Read e-book online Branding TV: Principles and Practices PDF

By Walter McDowell

ISBN-10: 0240807537

ISBN-13: 9780240807539

So as to halt expanding media pageant and reducing viewers stocks, Branding has turn into the recent mantra between tv station and community executives. Branding television: rules and Practices moment version is going past the jargon of branding to provide an explanation for the basic ideas underlying profitable branding and gives many useful thoughts to degree, construct and deal with tv model fairness. For educational reasons, the booklet can pay specific consciousness to the neighborhood advertisement television station and its information franchise. Written via broadcast pros with years of expertise, this publication indicates how the notions of branding aren't any extra standard than within the conflict for dominance in neighborhood information. the sensible feedback within the ebook may also help the savvy supervisor comprehend and benefit from branding of their efforts to maneuver their estate to the vanguard available to buy. * comprises definitions of branding techniques, how one can degree model fairness, and a dialogue of criminal considerations*Published with the nationwide organization of Broadcasters-one of the prime broadcast firms* writer crew has greater than 50 years mixed experience!* moment version is totally revised to incorporate transition to electronic, possession consolidation, and the promoting dating among stations and networks

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If the initial brand associations are negative, it is often impossible to change people’s minds. The durability of initial brand impressions can be a blessing or a curse. The adage of “do it right the first time” could not be truer for a brand manager. 8 Borrowing an Established Brand Name Builds Image This strategy proclaims that if you can’t be first, then borrow the equity from a brand that already has a positive reputation. It is no secret that well-known and well-regarded brands can extend their equity into new products.

From an electronic media perspective, a network, program, or even a feature of a program can be positioned according to a number of audience-centered dimensions. The strength of a person’s response on each dimension can be measured using a five-point “agree/disagree” scale. ” Finally, the relative locations of your data points can be compared. From this analysis a media brand manager can determine areas in which the brand is perceived as strong, positive, and unique. For most business situations, branding is about being different, but there can be circumstances in which the goal is to be perceived as the same.

Market shares dropped as a serious nationwide recession further aggravated corporate profits. This historic economic downturn inspired a rash of company consolidations and “downsizing” actions. ” Brand building is essential for growth. During many leveraged buyout negotiations, corporate executives and Wall Street investors had to come to terms with the portfolio value of brand names. The recognition of brands as valuable intangible assets fostered an increased interest in brand equity as a topic for private and scholarly research.

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Branding TV: Principles and Practices by Walter McDowell


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