This comprehensive handbook critically addresses current issues and achievements in the field of media branding. By discussing media branding from different viewpoints, disciplines and research traditions, this book offers fresh perspectives and identifies areas of interest for further research....

Intro -- Preface -- Contents -- What Is So Special About Media Branding? Peculiarities and Commonalities of a Growing Research Area -- 1 Media Brands as an Area of Inquiry -- 2 Media Branding and Its Related Branding Areas -- 3 Scope of This Handbook -- References -- Part I: Media Branding:...