Exploring brand management practices within UK media organisations: the role of brand co-creation and its influence on brand identity

Abstract

The UK media industry is dynamic and complex in nature yet is significantly important in terms of its economic, societal and cultural contribution. Branding is increasingly recognised as critical for the future success of UK media organisations to strengthen their position in a cluttered industry environment. Although receiving greater academic attention, media brands and branding is still under researched and warrants further attention. The aim of this research was to explore brand management practices within UK media organisations with consideration as to how brand co-creation may be influencing brand identity. From the academic literature it was identified that structured brand management practices are required to facilitate greater occurrences of brand co-creation activities, yet the influence on brand identity still required further investigation. A qualitative methodological approach was adopted and interviews with twenty senior managers in UK media organisations were conducted.