Extension of Media Brands into Various Products and Services Categories

Student: Kasyanenko Daria

Educational Programme: Media Management (Master)

Year of Graduation: 2020

The thesis examines the extension of media brands in Russia. The aim of the study is to develop recommendations for extending media brands into various products and services categories. To achieve this purpose we perform a systematic, comparative analyses and desk research, as well as expert interviews. The following goals have been achieved: 1. Strategies for expanding media brands were categorized; 2. The types of extensions of Russian media brands of various platforms (TV, radio, Internet, print media) were analyzed; 3. The business models for expanding media brands were systematized; 4. The criteria for the effectiveness of media brand extensions are defined; 5. Recommendations on the expansion of Russian media brands have been developed.

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