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Branding TV, 2nd Edition by Alan Batten, Walter McDowell

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6CHAPTER

Say What You Mean, Mean What You Say: The Jargon of Brand Management

Although branding experts have yet to reach perfect agreement on the definitions of some of these concepts, media professionals and media journalists have been the worst offenders. They often use the following branding terms interchangeably. Here is a brief clarification of some common terms.

By depicting a program as a product and an audience member or advertiser as a consumer, most branding concepts can be adapted readily to broadcasting.

6.1          BRANDING

Branding is the process of naming a product or service in order to distinguish it from its category competitors. In broadcasting a brand name would be the name of a network, station, or program. For ...

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