International media branding

Abstract

International sales and operations are becoming increasingly important to many media companies. Being able to utilize an internationally well-known brand facilitates entry into foreign markets. When operating internationally, the question of whether to localize or to standardize brand communication and content across markets is crucial. After discussing the benefits of an approach of standardization and a possible audience for globally standardized brands, this chapter introduces reasons why companies may, however, choose to localize. Furthermore, it discusses possible areas of localization as well as strategic options for foreign market entry through media brands. This chapter concludes with a call for further research on international branding that takes into account the special characteristics of media products and markets.