Managing the narratives in narrative media brands

Abstract

Research on media brands is a growth area, but recently most of this research has focused on news media brands leaving the management of narrative media brands underexplored. This article explores how the creators of narrative media brands manage their narratives, characters, and storyworlds. Thirty-one semi-structured interviews were conducted with authors and video game developers and analysed using thematic analysis. The results suggest participants had a general appreciation of the importance of the brand management and marketing of their creations’ narratives, characters, and storyworlds, but a deeper understanding of their necessity for success was lacking, particularly for the fiction authors.