THE TELEVISION BRAND: AN ALGORITHM
The article analyzes the key problems of formation of a television brand in the context of the systemic problems of media brand formation. On the Russian market there was a contradictory situation: the experts in strategic marketing weren’t actively applying the principles of a television brand, tho...
| Main Author: | |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Peoples’ Friendship University of Russia (RUDN University)
2016-12-01
|
| Series: | RUDN Journal of Studies in Literature and Journalism |
| Subjects: | |
| Online Access: | http://journals.rudn.ru/literary-criticism/article/view/13301 |
| _version_ | 1828840990352343040 |
|---|---|
| author | A A Ulyura |
| author_facet | A A Ulyura |
| author_sort | A A Ulyura |
| collection | DOAJ |
| description | The article analyzes the key problems of formation of a television brand in the context of the systemic problems of media brand formation. On the Russian market there was a contradictory situation: the experts in strategic marketing weren’t actively applying the principles of a television brand, though there was a useful foreign experience, which remains unclaimed. To grow the domestic television on a new level author (Marketing Head of ZEE TV Russia channel) offers the adaptation of Western theories and practices taking into account the peculiarities of local TV viewing. |
| first_indexed | 2024-12-12T19:53:29Z |
| format | Article |
| id | doaj.art-2a9b0b2dc7a94ad5839baf38f7d159cc |
| institution | Directory Open Access Journal |
| issn | 2312-9220 2312-9247 |
| language | English |
| last_indexed | 2024-12-12T19:53:29Z |
| publishDate | 2016-12-01 |
| publisher | Peoples’ Friendship University of Russia (RUDN University) |
| record_format | Article |
| series | RUDN Journal of Studies in Literature and Journalism |
| spelling | doaj.art-2a9b0b2dc7a94ad5839baf38f7d159cc2022-12-22T00:13:55ZengPeoples’ Friendship University of Russia (RUDN University)RUDN Journal of Studies in Literature and Journalism2312-92202312-92472016-12-010110411113300THE TELEVISION BRAND: AN ALGORITHMA A Ulyura0Российский университет дружбы народовThe article analyzes the key problems of formation of a television brand in the context of the systemic problems of media brand formation. On the Russian market there was a contradictory situation: the experts in strategic marketing weren’t actively applying the principles of a television brand, though there was a useful foreign experience, which remains unclaimed. To grow the domestic television on a new level author (Marketing Head of ZEE TV Russia channel) offers the adaptation of Western theories and practices taking into account the peculiarities of local TV viewing.http://journals.rudn.ru/literary-criticism/article/view/13301брендмедиабрендтелевизионный брендтелевизионный маркетингпромоушенпромоутированиетематическое телевидение |
| spellingShingle | A A Ulyura THE TELEVISION BRAND: AN ALGORITHM RUDN Journal of Studies in Literature and Journalism бренд медиабренд телевизионный бренд телевизионный маркетинг промоушен промоутирование тематическое телевидение |
| title | THE TELEVISION BRAND: AN ALGORITHM |
| title_full | THE TELEVISION BRAND: AN ALGORITHM |
| title_fullStr | THE TELEVISION BRAND: AN ALGORITHM |
| title_full_unstemmed | THE TELEVISION BRAND: AN ALGORITHM |
| title_short | THE TELEVISION BRAND: AN ALGORITHM |
| title_sort | television brand an algorithm |
| topic | бренд медиабренд телевизионный бренд телевизионный маркетинг промоушен промоутирование тематическое телевидение |
| url | http://journals.rudn.ru/literary-criticism/article/view/13301 |
| work_keys_str_mv | AT aaulyura thetelevisionbrandanalgorithm AT aaulyura televisionbrandanalgorithm |