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. Four key conclusions were reached from the analysis of the research findings. Firstly, it was identified that structured brand management practices were present in the majority of UK media organisations and that brand management plays a strategic role in creating, developing and maintaining all types of media brands. Secondly, it was concluded that structured brand management practices do facilitate a greater incidence of media brand co-creation activities, which are both tactical and strategic in nature. The third conclusion was that co-creation does have an influence on media brand identity, with the extended brand identity being co-created. Lastly, the research offers original insight by presenting 4 new typologies which encapsulate the relationship of structured brand management practices and brand co-creation activities. UK media organisations were found to be operating in 3 of the 4 typologies. These contributions add new knowledge in an original way, offering new insight for media brands and branding, brand management, brand co-creation and brand identity.