ABSTRACT
Moving from strategic management to “brands,” this chapter reviews major brand management concepts and theoretical frameworks such as brand knowledge and brand equity, discusses how these concepts and frameworks might apply to media products in the context of a changing marketplace, and provides examples of brand management practices in media industries. By now we know that business activities such as strategic planning are essential for gaining competitive advantages, but why is brand management important? What has changed in our media environment that makes a traditional consumer goods management tool and construct applicable to media products?
