Media marketing and brands

Our research on media marketing and media brands analyzes how media marketing tackles the challenges of the marketing of media products (e.g. the necessity of multi-channel distribution or the lacking protection of property rights) and examines the effects of media marketing on the performance of the media. Among the various strategy options, the brand strategy seems to be especially suitable and promising. Hence our research focuses on how the implementation of a media-brand-strategy matches journalistic quality standards, whether media brands can serve as heuristics for the decision making of recipients, and how the reputation of a media brand as an institutional arrangement could ease the different problems of market failure.