A Study on TV Channel Brand Image
Won Joo Choi · Journal of Human Subjectivity · 2010
The airwave television broadcasters are in a situation where they are witnessing their market share continuously falling and finding it difficult to differentiate their channel brand in a broadcasting business environment stiffer than ever. Broadcasters are now being called upon to take on more aggressive marketing communication activities in order to maintain and boost their channel brand. The competitiveness of channel brand may be evaluated in terms of asset value and the management of the brand image that viewers recognize is the key to the higher market share in broadcasting business. At a time of increasing interest in channel brand asset of television broadcasters, this study will offer a more detailed, substantial plan through Korean audiences of how they accept the airwave TV channel brand. The results of this study showed that there are 4 types of TV channel brand Image, such as the Sensation Seeker, the Status Quo Defender, the Issue Maker and the Public Messenger. This will help find the link between the channel brand and the viewer/consumers and will also provide an insight into developing a communication strategy of channel brand based on brand image.