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The article analyzes the key problems of formation of a television brand in the context of the systemic problems of media brand formation. On the Russian market there was a contradictory situation: the experts in strategic marketing weren’t actively applying the principles of a television brand, though there was a useful foreign experience, which remains unclaimed. To grow the domestic television on a new level author (Marketing Head of ZEE TV Russia channel) offers the adaptation of Western theories and practices taking into account the peculiarities of local TV viewing.

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A A Ulyura

Peoples’ Friendship University of Russia


Copyright (c) 2016 Улюра А.А.

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This work is licensed under a Creative Commons Attribution 4.0 International License.

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