| Garner, Ross 2015. Brand reconciliation? A case study of ITV's 2013 rebrand. Critical Studies in Television: An International Journal of Television Studies 10 (1) , pp. 3-23. 10.7227/CST.10.1.2 |
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Abstract
This article extends existing work in Television Studies on branding through a study of rebranding practices. To this end, the discussion takes the mainstream UK commercial broadcaster ITV's 2013 rebranding as a case study and examines both the institutional contexts motivating change and the construction of its altered brand image through publicity materials. Engaging with the latter allows for strategies of what I have called brand reconciliation to be discussed as, despite focusing on the channel' s contemporary output, publicity stills demonstrating the channel' s new logo attempt to activate popular audience memories of the broadcaster and unite its'past' and' present' incarnations.
| Item Type: | Article |
|---|---|
| Date Type: | Published Online |
| Status: | Published |
| Schools: | Schools > Journalism, Media and Culture |
| Subjects: | P Language and Literature > PN Literature (General) > PN1990 Broadcasting |
| Publisher: | Manchester University Press |
| ISSN: | 1749-6020 |
| Date of First Compliant Deposit: | 1 June 2016 |
| Date of Acceptance: | 4 September 2014 |
| Last Modified: | 05 Dec 2024 20:30 |
| URI: | https://orca.cardiff.ac.uk/id/eprint/91371 |
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