Media and consumers: Media brands

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Building a #1 rated brand in less than a decade
Paul Rittenberg, The Advertiser, October 2002, pp.34-38

Since 1996 Fox News Channel has risen to become the US's number one news related TV channel. This case study describes how using CBBE (Customer based brand equity) procedures and new approaches to br ...

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Brand Champions of Tomorrow: Building Media Brands
Clyde Bentley, The Advertiser, Oct 1998

The author argues that publishers of newspapers and magazines have failed to capitalise on one of their greatest assets - their brand equity; and, as a result, are suffering from the Internet challeng ...

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Media as brands: an introduction to Y&R's BrandAsset Valuator
J Perry, FIPP Abstracts

This paper describes the Young & Rubicam BrandAsset Valuator, a massive worldwide study of brands. Starting in 1993 research will have been carried out in 27 countries covering the usage and attitude ...

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