Media brand architecture: an examination of network, channel, programme and talent personalities.

Abstract

Media brands have personalities, but how are these personalities managed across a brand architecture that consists of a network, channels, programmes and programme talent? This paper examines the issue of media brand management through the lens of brand personality. It argues that an effective brand management strategy needs to ensure coherence across the multiple brand personalities present within the brand architecture. The findings from a survey of consumers, who were asked to classify human characteristics associated with personalities within a branded house architecture, indicated that whilst there was brand fit between some of the brands personality traits, there were also significant differences in the fit of these personalities. However, there is a strong argument to support proposition that these differences can add to the consideration of coherence within the brand architecture.