Competitive Strategy for Media Firms introduces the concepts and analytical frameworks of strategic and brand management, and illustrates how they can be adapted according to the characteristics of ...distinct media products. Working from the premise that all media firms must strategize in response to the continuing evolution of new media, author Sylvia M. Chan-Olmsted offers applications of common business approaches to the products and components of the electronic media industry, and provides empirical examinations of broadcast, multichannel media, enhanced television, broadband communications, and global media conglomerate markets.
This insightful and timely volume provides a thorough review of current concepts and industry practices, and serves as an essential primer for the application of business models in media contexts. As a realistic and integrated approach to media industry studies, this volume has much to offer researchers, scholars, and graduate students in media economics and management, and will be an important reference for industry practitioners.
Contents: Preface. Introduction. Enter the Arena of Strategic Media Management. A Primer in Strategic Management for Media Firms. A Primer in Corporate and International Strategy for Media Firms. A Primer in Brand Management for Media Firms. Strategy and Competition in the New Broadcast Industries. Strategy and Competition in the Multichannel Media Industry. Strategy and Competition in the Enhanced Television Market. Strategy and Competition in the Broadband Communications Market. Strategy and Competition of Global Media Conglomerates. Conclusions.
Bringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book provides an understanding of how organisations can ...successfully develop, market, and manage their brands. It draws extensively from scholarly research published in social sciences and humanities to provide a detailed discussion of the process of brand management and development.
This book explores how organisations can design brand identities, develop brand marketing programmes, measure brand performance, and sustain brand equity, combining psychological, sociological, cultural, and management perspectives. It provides numerous examples that contextualise theory, enabling the reader to understand how past and present branding campaigns and strategies can be deconstructed, analysed, and evaluated, using these theoretical insights. With end-of-chapter case studies on Burberry, Juventus F.C., Pukka Herbs, YO!, and many other European and global brands, Strategic Brand Management and Development is an essential text for students in marketing, brand management, and consumer research, or for anyone interested in understanding the extraordinary power and scope of brands and branding in contemporary post-modern society.
Efforts to expand the scope of legal protection given to reputation and brands in the Asia Pacific region have led to considerable controversy. Written by a variety of experts, the essays in this ...book consider the developing law of reputation and brands in a fraught area.
From food products to fashions and cosmetics to children’s toys, a wide range of commodities today are being marketed as “halal" (permitted, lawful) or “Islamic" to Muslim consumers both in the West ...and in Muslim-majority nations. However, many of these products are not authentically Islamic or halal, and their producers have not necessarily created them to honor religious practice or sentiment. Instead, most “halal" commodities are profit-driven, and they exploit the rise of a new Islamic economic paradigm, “Brand Islam," as a clever marketing tool. Brand Islam investigates the rise of this highly lucrative marketing strategy and the resulting growth in consumer loyalty to goods and services identified as Islamic. Faegheh Shirazi explores the reasons why consumers buy Islam-branded products, including conspicuous piety or a longing to identify with a larger Muslim community, especially for those Muslims who live in Western countries, and how this phenomenon is affecting the religious, cultural, and economic lives of Muslim consumers. She demonstrates that Brand Islam has actually enabled a new type of global networking, joining product and service sectors together in a huge conglomerate that some are referring to as the Interland. A timely and original contribution to Muslim cultural studies, Brand Islam reveals how and why the growth of consumerism, global communications, and the Westernization of many Islamic countries are all driving the commercialization of Islam.
Authentic Sarah Banet-Weiser
10/2012, Letnik:
30
eBook
Brands are everywhere. Branding is central to political campaigns and political protest movements; the alchemy of social media and self-branding creates overnight celebrities; the self-proclaimed ...greening of institutions and merchant goods is nearly universal. But while the practice of branding is typically understood as a tool of marketing, a method of attaching social meaning to a commodity as a way to make it more personally resonant with consumers, Sarah Banet-Weiser argues that in the contemporary era, brands are about culture as much as they are about economics. That, in fact, we live in a brand culture.Authentic(TM) maintains that branding has extended beyond a business model to become both reliant on, and reflective of, our most basic social and cultural relations. Further, these types of brand relationships have become cultural contexts for everyday living, individual identity, and personal relationships - what Banet-Weiser refers to as brand cultures. Distinct brand cultures, that at times overlap and compete with each other, are taken up in each chapter: the normalization of a feminized self-brand in social media, the brand culture of street art in urban spaces, religious brand cultures such as New Age Spirituality and Prosperity Christianity,and the culture of green branding and shopping for change.In a culture where graffiti artists loan their visions to both subway walls and department stores, buying a cup of fair-trade coffee is a political statement, and religion is mass-marketed on t-shirts, Banet-Weiser questions the distinction between what we understand as the authentic and branding practices. But brand cultures are also contradictory and potentially rife with unexpected possibilities, leading Authentic(TM) to articulate a politics of ambivalence, creating a lens through which we can see potential political possibilities within the new consumerism.
German and South Korean cultural groups are examined in two studies to demonstrate the link between media communication about sustainability and its impact on eWOM and purchase intentions in luxury ...and non-luxury contexts. A mediation brand attitude model is used to compare groups across cultural, economic, environmental, and social sustainability dimensions, with trust as a moderator. Results indicate that sustainable communication is more effective for non-luxury brands in a cultural setting that features high awareness of needs for sustainability. The study indicates that luxury and non-luxury fashion brand advertisers should carefully consider cultural settings when providing sustainability information. Theoretical and managerial implications are discussed.
Se analizaron los efectos de las distintas estrategias de mensaje relacionadas con la COVID-19 en la generación de eWOM; es decir, si las publicaciones referentes a la pandemia reciben mayor ...participación por parte de usuarios de redes sociales en Colombia. Se revisaron 562 publicaciones de empresas en Facebook, de las cuales 382 fueron sometidas al modelo de regresión binomial negativa. Se encontró que ninguna estrategia de mensaje relacionada con la COVID-19 afecta la tasa de comentarios y se identificó la influencia de diferentes tipos de contenido sobre reacciones y contenido compartido. Se concluye que las redes sociales son escenarios de esparcimiento y entretención; por ello, el contenido informativo no genera impactos sobre el volumen de comentarios, reacciones o contenido compartido.
Corporates often partner with social media influencers to bolster brand image after crises. Although existing evidence suggests that influencers have largely positive effects on brands, there is ...paucity of research on the role of influencers in corporate crisis communications. Across two studies, we examine the impact of influencers on consumers’ perception of corporate brands responding to crises. Drawing on persuasion knowledge theory, we identify issues associated with brands engaging influencers, such as inference of manipulative intent, which negatively affects perceived trustworthiness and corporate reputation. The downside of employing influencers in crisis communications is, however, offset by the influencer and brand communicating values-driven motives of their partnership. Our findings imply that corporate brands should respond to crises through a bolstering strategy promoting existing corporate goodwill, without the influencer’s involvement. When leveraging influencers’ support, however, brands should endeavor to inoculate against manipulative inferences by communicating values-driven motives behind the brand-influencer partnership.
Given increased branding competition in the hotel industry, it is imperative to explore the importance of marketing communications in generating desirable customer responses. Building on previous ...anthropomorphism research, two experiments in this research explore the role of anthropomorphism-based communications for hotel brands. Study 1 investigates the moderating role of sociality via accommodation type, and Study 2 examines the moderating effect of effectance on the relationship between anthropomorphism and customers’ responses via appeal type. These interaction effects enhance perceived warmth, leading to customers’ higher visit intentions. Consistent with the tenets of anthropomorphism, we find anthropomorphism qualifies as an effective hotel communication strategy. Results also provide insights into when anthropomorphism-based communications become more effective in hotel advertising strategies.
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