Emerging industry issues and trends influencing the branding of media Content

Abstract

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 other hand, exclusive and legally protected branded content is far more likely to offer a genuine competitive advantage. This chapter looks at emerging trends and issues influencing the branding of media content from an industry perspective. Using the overlapping lenses of technology, economics and regulation, the chapter consolidates hundreds of contemporary industry trade articles published in the U.S into a parsimonious"literature review" of basic themes. The work concludes with a recommendation that academics routinely study industry trade articles as a means to keep their research and teaching agendas relevant to the real world of media brand management.