<Branding TV: Principles & Practice>
Author:<Walter McDowell ph. D； Alan Batten
This book discusses American TV industry’s experiences and lessons in brand competition, and concludes the rules and theories of brand marketing which are the very important references to Chinese TV program branding and TV channel branding. In this book, it is discussed in two ways for TV brand: One is the rules of TV brand (exp. Brand value, brand and marketing, brand management, founding and measuring the assets of TV brand), the other is about the practice of the TV brand, which concerns the supervising, planning, strategy executing of the brand, and brand’s future development.