Uploaded byinma outlook 2009
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How important is your brand? - Inge Van Gaal
This document discusses the importance of branding for media companies. It outlines key brand characteristics like branding, consistent quality and look, and good reputation. Reasons for having a brand include giving identity, building trust, and representing competence. The document then discusses goals of brand management, challenges in multi-platform environments, different branding strategies like umbrella branding and brand extensions, and determining when to use an established versus new brand. It also provides examples of core brand values for print newspapers.
