Brands and Branding in Media Management—Toward a Research Agenda

Nando Malmelin, Johanna Moisander
  • The International Journal on Media Management, January 2014, Taylor & Francis
  • DOI: 10.1080/14241277.2014.898149

How brands and branding have been conceptualized and studied in the literature on media management

What is it about?

This article provides a systematic overview and conceptual analysis of existing research on brands and branding in the literature on media management. It argues the further development of the research area calls for a more systematic theoretical analysis of the nature of media brands and the specific features and complexities of the media field as a strategic business environment where brands are built and managed.

Why is it important?

The article is one of the first articles in the field of media management that systematically analyzes the state-of-art in the scholarly research on media branding. It identifies overlooked research areas and works toward a research agenda for future research on the topic.


Professor Johanna K. Moisander
Aalto University

In this paper I collaborate with Dr. Nando Malmelin, a successful brand practitioner and prominent figure in the Finnish media industry. The study is part of a three-year research project, Strategic Challenges of the Media Industry in Converging Media Markets, funded by the Helsingin Sanomat Foundation. I was the principal researcher of the project.

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The following have contributed to this page: Professor Johanna K. Moisander