Branding TV, 2nd Edition

9CHAPTER

Building TV Brand Equity

In Chapter 6, we clarified the working definitions of several branding terms. A larger issue is that many of these definitions overlap to some degree. For example, brand attitude and brand preference share many elements, as do brand loyalty and brand commitment. Defining all-important television brand equity can be frustrating because it includes components of all of these concepts. So let’s simplify things!

We have adopted a straightforward equity framework proposed by brand scholar and consultant Kevin Keller of the Tufts School of Business at Dartmouth College. We can define television brand equity as the differential effect a brand name has on the audience response to a program (network or feature). ...