Media Brands Defined

Drawing on an extensive set of categories analyzed in a multinational survey, we developed a clear classification framework for (media) categories. This framework distinguishes between categories perceived by consumers as 'Media' and 'Non-Media'. Brands within these categories can be identified as 'Media Brands' or 'Non-Media Brands' accordingly. As a result of our multinational research approach, Media Brands can be defined as follows:

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A media brand is a differentiated product/service that provides the means for the creation and distribution of self- and externally-produced audio and visual content as well as for the communication through various channels with the objective to connect, inform or entertain the receiver.

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Below is a nuanced overview of brand categories perceived as ‘Media’', ‘Non-Media’ and in-between.