Keywords
Ukrainian media
branding
editorial policy
media image
marketing strategy
How to Cite
Abstract
The system of media identification as a brand are an important part in increasing visibility by readers and collaboration with other media, business partners, advertisers, all those who value stability and reputation. For the media, branding is primarily about following certain rules for working with facts, data and content. The purpose of the article is to substantiate the essence of branding of media companies, characterization of brand attributes that ensure the competitiveness of the media in the Ukrainian market.
Methodology. We used systems analysis, synthesis and generalization to study the brands of Ukrainian media companies, brand components, trends and prospects of branding development. Dialectical and systematic methods of cognition were used to study the scientific basis of modern scientists on the development of media brands. The theoretical basis of the study of brand attributes are the works of foreign and Ukrainian scientists in the field of social communications, marketing, strategic management, brand management, economics.
Results. Brand attributes for the media have their own characteristics compared to branding in the general sense. The main role is played by the essence and concept embedded in editorial policy. The attributes of a media brand are brand naming, brand image, visual content, marketing cat, website, marketing strategy. Brand image consists of: corporate identity, logo, fonts, colors, documentation, mock-up. Brand book defines the style of communication with the audience, describes the philosophy, values, brand idea, history and traditions of the company, team, founders, shows the face of the brand. Marketing component of the media brand is a marketing kit, positioning, media product, direct association, marketing strategy: SEO, SMM, contextual advertising, content support.
Conclusions. Supporting the individuality of the media brand for a long time, adherence to standards, reputation, brand positioning with all attributes and socialization, ie meeting such social needs of the consumer as self-realization, communication, support, recognition, are decisive in today’s media space. We see the development of media brands in two directions: on the one hand, through the preservation of identity and reputation, on the other - development in new formats that arise through technological opportunities, crowdsourcing services
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