Melnyk I. Integrated branding as a strategy of media activities

Українська версія

Thesis for the degree of Candidate of Sciences (CSc)

State registration number

0407U001931

Thesis Registration Form

0407U001931.pdf

Applicant for

Specialization

  • 10.01.08 - Журналістика

10-04-2007

Specialized Academic Board

Д 26.001.34

Taras Shevchenko National University of Kyiv

Essay

The thesis is aimed at researching brand-architecture as basis of branding and strategy of activities of the information group "Expert Ukraine" and media group "Economist". Such notions as trade mark, brand, strategy and branding were researched. The important role of branding in media activities is analyzed with the view to the increasing influence of media production on consumers and society. The research allowed to look at brand-architecture as one of the main drivers of the current media companies branding. This allowed to describe integrated branding strategy as the most appropriate as far as media field is concerned.

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Files

aref.doc

Дисертація Мельник ІВ.doc

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