How brands and branding have been conceptualized and studied in the literature on media management

What is it about?

This article provides a systematic overview and conceptual analysis of existing research on brands and branding in the literature on media management. It argues the further development of the research area calls for a more systematic theoretical analysis of the nature of media brands and the specific features and complexities of the media field as a strategic business environment where brands are built and managed.

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Why is it important?

The article is one of the first articles in the field of media management that systematically analyzes the state-of-art in the scholarly research on media branding. It identifies overlooked research areas and works toward a research agenda for future research on the topic.