Martin Andree
Media Makes Brands
A Media-Based Theory of Marketing and Economic Consumption
All brands are created through the media. And although the media establish the preconditions for the "brand" phenomenon, classical marketing literature overlooks this aspect almost completely. Martin Andree has written the first media-based theory of marketing. By applying current models of media theory, he demonstrates how brands are made, transported, and visualized by the media. A brand's success depends on well-conceived and effective media selection, on the way the marketing of the brand leads to compact, fascinating messages, and on how skillfully the brand can draw attention to itself using these means.