دسته‌بندی نشده

NANDO MALMELIN and JOHANNA MOISANDER
Aalto University School of Business, Finland
This article provides a systematic overview and conceptual analysis of existing research on brands and branding in the literature on
media management. The aim is to advance knowledge in the field by mapping out the different ways in which brands are understood

and conceptualized in the literature. In doing so, the article identifies overlooked research areas and works toward a research agenda
for future scholarly research on the topic. Overall, it is argued thatthe further development of the area calls for a more systematic theoretical
analysis of the nature of media brands and the specific features and complexities of the media field as a strategic business
environment where brands are built and managed. The development
of the research area would seem to be crucial not only for
scholarly reasons, but also because strong brands seem to be gaining
strategic value and importance in today’s changing and highly
competitive media markets.