Media branding 3.0: From media brands to branded entertainment and information

Abstract

This piece examines recent changes and emerging trends in the media industry, their implications for branding, and specific research ideas that address these changes in the context of media branding. An overview of the characteristics and challenges facing today's media brands is introduced, followed by an analysis of recent changes and how they might re-shape the parameters of media branding strategies. Next, a list of factors that are expected to affect media branding practices into the future and potential research topics addressing the new media branding 3.0 environment are presented.