A Case for Joint Brand Management in Film and Television Promotion

This article focuses on how fans/consumers are unofficially involved in the promotion of an audiovisual brand, through a unified management design, what I call “joint brand management.” The proposed term describes how both production companies and brand/fan communities simultaneously contribute to the development, establishment, and expansion of a brand through a combination of conventional brand management strategies and unofficial content created by fans/brand enthusiasts.

Abstract licence: CC BY-SA

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