Journalism as brand equity: how audiences perceive news brands
- Media
Media brands don’t simply produce journalism – they also leverage their associations with high-quality, impactful journalism as part of their brand ‘equity’.
We’ve examined how audiences talk around some of the world’s leading media names, from broadcasters to newswires and business publications.
This report captures what happens when these brands are spoken about alongside journalism. In a fractious media landscape, what lessons can we discern in terms of what messaging and positioning works?
We’ll cover:
- Prevailing attitudes towards the journalism practiced by these news brands
- Which communities consume – and share opinions on – this journalism
- How branded campaigns look to place various of these news brands as either a civic good, or a guide to decision-making
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