Managing Brands as Contemporary Media Competencies: Mutual Teaching and Learning

International Journal of Communication and Media Science

© 2021 by SSRG - IJCMS Journal

Volume 8 Issue 3

Year of Publication : 2021

Authors : Jan Lies

10.14445/2349641X/IJCMS-V8I3P106

How to Cite?

Jan Lies, "Managing Brands as Contemporary Media Competencies: Mutual Teaching and Learning," SSRG International Journal of Communication and Media Science, vol. 8,  no. 3, pp. 49-56, 2021. Crossref, https://doi.org/10.14445/2349641X/IJCMS-V8I3P106

Abstract:

This contribution asks how far the evolution of media and brands has changed branding as media competence. It provides the view that brands integrate the multi-layered aspects of media competencies. Media competence is a popular expression that is often used when discussing the management and use of publishing media. Applied to social media, these competencies are currently frequently mentioned. They mean both the ability to use such media from the perceivers’ point of view (e.g., questions regarding the access to relevant information or the healthy volume of media consumption) include the media-ability and, thus, requirements that product brands face (e.g., efforts required to allow brands to become shareable). Media competence is multi-dimensionally analyzed and discussed, e.g., in marketing and media management, leadership, communication science, as well as in other disciplines. Here it focuses on the need to understand brands as mutual learning and teaching institutions in order to synchronize corporate and social values. Successful brands depend on both the acceptance of the community, the coordination of corporate supplies to the demands of their customers, and their presence and acceptance within relevant media.

Keywords:

branding, brand management, brand-u-cation. education, media competences

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