by Andy Bryant, Charlie Mawer · Kogan Page · tapa blanda · ISBN 9780749476687
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«The TV Brand Builders» is Andy Bryant and Charlie Mawer's guide to television brands, published by Kogan Page in paperback (328 pages, in English).
It analyzes how television channels and programs are built as brands: marketing strategies, promotions, digital campaigns and design identities. It includes interviews with 50 experts from eight countries and cases such as 'Mad Men', 'American Horror Story' and 'Doctor Who', with advice on attracting audiences in a multi-screen environment.
The work was published in 2016 with the full title 'The TV Brand Builders: How to Win Audiences and Influence Viewers'.
Aimed at students and professionals in marketing, advertising and communication who want to understand brand strategy in television.
