This chapter analyses the impact of digitalization on TV marketing strategies focusing on the role of brand as a loyalty-based resource, available to digital television networks to create a sustainable competitive advantage. We analyze the cognitive process adopted by a viewer in the selection process of a TV channel and provide managerial implications for branding strategy and the tools that a television network and an iTV portal need to adopt to communicate values connected with their brand. The goal of this analysis is to offer insights on how a digital television network may create a channel experience leveraging on brand to increase viewers' loyalty and competitive advantage.

Branding Strategies for Digital Tv Channels

PAGANI, MARGHERITA
2011

Abstract

This chapter analyses the impact of digitalization on TV marketing strategies focusing on the role of brand as a loyalty-based resource, available to digital television networks to create a sustainable competitive advantage. We analyze the cognitive process adopted by a viewer in the selection process of a TV channel and provide managerial implications for branding strategy and the tools that a television network and an iTV portal need to adopt to communicate values connected with their brand. The goal of this analysis is to offer insights on how a digital television network may create a channel experience leveraging on brand to increase viewers' loyalty and competitive advantage.
9781613501719
Avinash Kapoor, Chinmaya Kulshrestha
Branding and Sustainable Competitive Advantage: Building Virtual Presence
Pagani, Margherita
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Utilizza questo identificativo per citare o creare un link a questo documento: http://hdl.handle.net/11565/3731626
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