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2017 | OriginalPaper | Buchkapitel

Media Branding: A Strategy to Align Values to Media Management?

verfasst von : Gabriele Siegert, Stefanie A. Hangartner

Erschienen in: Value-Oriented Media Management

Verlag: Springer International Publishing

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Abstract

Media organizations are dealing with various internal and external value sets such as individual values of media professionals, journalistic values as professional standards, corporate values, but also monetary and societal values. Since media brands are not only based on a value set, but are established in co-orientation and co-creation processes between the media organization and its different stakeholders, the value sets of the different stakeholders are incorporated and influence decision-making processes. Thus, in aligning the different value sets and value-based expectations, we argue that branding is the appropriate strategy for media management to achieve market success as well as legitimacy.

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Titel: Media Branding: A Strategy to Align Values to Media Management?
verfasst von: Gabriele Siegert
Stefanie A. Hangartner
Verlag: Springer International Publishing
Buch: Value-Oriented Media Management
Print ISBN: 978-3-319-51006-4

Electronic ISBN: 978-3-319-51008-8

Copyright-Jahr: 2017
DOI: https://doi.org/10.1007/978-3-319-51008-8_17