Branding TV: Principles & Practices

In an effort to halt increasing media competition and decreasing audience shares, Branding has become the new mantra among television station and network executives. Broadcasting & Cable magazine states that Branding is threatening to supplant "synergy" or "convergence" as the queen bee of TV buzzwords. But since few television managers have had any formal training in the substance of media brand management, Branding TV: Principles and Practices goes beyond the jargon of branding to explain the essential principles underlying successful branding and offers many practical strategies to measure, build and manage television brand equity. For instructional purposes, the book pays particular attention to the local commercial TV station and its news franchise.

Written by broadcast professionals with years of experience, this book shows how the notions of branding are no more prevalent than in the battle for dominance in local news. The practical suggestions in the book will help the savvy manager understand and take advantage of branding in their efforts to move their property to the forefront in the marketplace.

Explains branding concepts, teaches how to measure brand equity, and suggests strategies to build brand equity.