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Unraveling Identity
Media Brands Defined
Drawing on an extensive set of categories analyzed in a multinational survey, we developed a clear classification framework for (media) categories.
This framework distinguishes between categories perceived by consumers as 'Media' and 'Non-Media'.
Brands within these categories can be identified as 'Media Brands' or 'Non-Media Brands' accordingly. As a result of our multinational research approach, Media Brands can be defined as follows:
A media brand is a differentiated product/service that provides the means for the creation and distribution of self- and externally-produced audio and visual content as well as for the communication through various channels with the objective to connect, inform or entertain the receiver.
Below is a nuanced overview of brand categories perceived as ‘Media’', ‘Non-Media’ and in-between.
Media Brand > 60%
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Film Studio (Parent)
Music Label
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News (Agency)
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News (Offline)
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News (Online)
Radio Program
Radio Station
Social Media
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Streaming (Music)
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Streaming (Video)
Tabloid Publishing Company
Television (Channel)
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Television (Network)
Undecided 40% > < 60%
Gaming Platform
Hardware Provider
Magazine
Outdoor Advertising
Podcast
Print Publisher
Text Messenger Service
Video Chat Service
Non Media Brand < 40%
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Gaming Provider (Hardware)
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Gaming Provider (Mobile)
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Gaming Provider (Software)
Global Media Brand
Influencer
Network Provider
Online Retailer
Software Provider
Book Publisher
Dating Platform
Event
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