L. K. Lobodenko, O. N. Zaykova
Price: 50 руб.
The article focuses on the active development of the information and communication
system and the increased competition between the online media. The process of media
brand formation is highlighted as a signifi cant means of competition in the media market. The authors emphasise that there is still no common understanding of the media brand structure. The article presents a perspective on the vision of the media brand structure from the standpoint of the general theory of branding. The process of creating media brands are presented in the form of a model that includes four levels: a media product; positioning and platform of a media brand; characteristics of potential consumers; individuality of a media brand. In this study, the proposed model is studied through the case of media brands of the regional online media.
K e y w o r d s: journalism, regional online media, media brand, media brand model,
media product.
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