The modern business environment has been impacted by the changes in the market, technology, and consumer preferences. It is crucial for the companies that desire to create added-value in the latter environment, that they do not only follow the changes, furthermore, they need to adjust their business models accordingly. Naturally, the brand is highly beneficial to the company in the environment it operates in due to the fact, that it communicates the desired information and establishes relationships with the consumers. The most powerful relationship contains the behavioral and emotional component through which it encourages the feeling of affiliation. Establishing the latter relationships is a crucial factor for media companies, due to the fact that they maintain and manage relationships with their audience through trust, affection, and affiliation with their media brand. Consequently, they communicate consistently and comprehensively through the channels that are the points of junction between their audience and their brand. Since the technological advances have radically changed the way the consumer reaches or is reached by the desired media content; and younger generations, that are becoming a part of the audience, have not developed their media consumption patterns yet, the media companies are seeking to capture and nurture consumer’s affiliation with the help of new media.
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