Entertainment Product Decisions, Episode 3: Brands as Quality Signals

Abstract

In this chapter, we study branded signals or “quasi-search” characteristics. We define entertainment brands and distinguish the various kinds of brands that exist in this context. We show the strategic options that branding offers entertainment managers and discuss key branding strategies such as brand extensions, category extensions, and the use of stars as branded ingredients or para-social interaction partners of consumers. Taking a franchise perspective requires a unique perspective of brand management; we discuss it and link it with recent meta-franchises such as Marvel’s Cinematic Universe. We conclude the chapter with a look at how the financial value of entertainment brands can be calculated, based on existing data.