Brand Champions of Tomorrow: Building Media Brands

Clyde Bentley

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 challenge.

Brand Champions of Tomorrow Building media brands

Clyde Bentley, School of Journalism and Communication University of Oregon

The researchers were right: Branding and brand equity have a major impact on how we select goods and services.

Okay, so if the powerhouses of the advertising world are convinced of the power of branding, why have they not led the charge to return to the roots of the brand?

Brand equity, if not invented by the print media, was at least first coddled, fed and reared by it. Look in the Blue Book of most any state, and...

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