The primary motivation for a business to embrace the principles of brand management is
competition, and although the notion of branding is not new to most American consumer goods, …

The forces of new digital technology coupled with a debilitating recession have disrupted
the profit-making ability of the business of journalism. Streamlining operations and …

Brand equity theory asserts that the most powerful and enduring consumer-based brand
associations are those that deal with intangible or abstract characteristics of a product rather …

Many media-based companies, such as networks, program producers, and production studios,
are captivated by the promises made by the burgeoning field of neuromarketing. Market …

Scores of consumer behavior studies have confirmed what has been called a double
jeopardy effect, whereby brands earning small market shares attract fewer customers but also …

Aside from battling for the hearts and minds of audiences, cable networks also must compete
for the attention of cable system operators and national advertisers. The purpose of this …

Several TV audience studies have revealed a ‘Double Jeopardy effect’ whereby highly rated
programs generate not only more viewers but also disproportionately more loyal viewers …

Recognizing the recent dramatic increase in the number of channels available to the typical
American household coinciding with an equally dramatic decrease in audience ratings for …

Small media brands, operating in a highly competitive zero sum marketplace, reach inevitably
a strategic crossroads in which they must decide on confrontation or conciliation with …

Rarely can one media firm possess a piece of equipment, computer software, organizational
structure, business model or distribution platform that cannot be copied by rivals. On the …