"Owned Media": Developing a Theory from the Buzzword

Andreas Baetzgen, Jörg Tropp
2013 Studies in Media and Communication  
There are signs that the boundaries between brand and media management are disintegrating. Brands are being equipped with a media function, which means that they are taking over typical media activities and services such as entertainment, information or social networking. The result is a new phase of brand communication, often referred to as ‗owned media‗. This paper outlines the results of a two-phase online Delphi study with 26 professionals and academics in the field of brand and media
more » ... ment. Using a grounded theory approach, the study identifies the main categories (causes, contexts, consequences, conditions) for a theory of owned media across all disciplines including print, TV, mobile and online. The results show that ‗owned media' is more than just a buzzword of the digital era. According to the experts, there is evidence of a fundamental innovation in brand management in the form of a general extension of brand functions by a media function, which is implemented as brand-owned media. Therefore, the value of a brand will depend substantially on its value as a medium.
doi:10.11114/smc.v1i2.172 fatcat:l6zwum6yjzakbfthnw6zobvpxa