Branding TV, 2nd Edition

1CHAPTER

Competition Changes Everything

Branding and many of the notions of brand management are not new to most American consumer goods. Some of today’s most prominent brands, such as Coke, Levi, Maxwell House, Budweiser, Campbell, and Kellogg, began their branding efforts in the 1880s, when electronic media wasn’t an industry or even an idea. What is new, however, is the adoption of branding and brand management by the electronic media. Radio and television broadcasters have for decades given unique “brand names” to their stations, networks, and programs, but the decade of the 1990s introduced a much deeper interest in the art and science of brand management.

The primary motivation for applying brand management to a consumer product ...