The TV industry has traditionally relied on advertising and subscription fees for revenue. Recently, brand extensions and co-branding strategies have been rediscovered as income sources. A prominent example of such a strategy is the TV format Dragons’ Den, which has been locally produced in many different countries. We use this intriguing case to explore the extensive and intricate co-branding relationships and brand extensions in the business-to-consumer and the business-to-business settings of TV companies. Our paper analyses global adaptations and cultural branding of Dragons’Den; in particular, brand extensions and co-branding strategies.

Additional Metadata
Keywords business practices, international TV formats, co-branding, brand extensions, cultural branding, finance, localisation, celebrity entrepreneur
Publisher Netherlands Institute for Sound and Vision
Journal VIEW Journal
Rights Each article is copyrighted © by its author(s) and is published under license from the author(s).When a paper is accepted for publication, authors will be requested to agree with the Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 Netherlands License
Note VIEW Journal of European Television History and Culture; Vol 5, No 9 (2016): TV Formats and Format Research: Theory, methodology, history and new developments; 105-115
Citation
Baumann, Sabine, & Rohn, Ulrike. (2016). Meet the Predators: the Branding Practices behind Dragons’ Den, Shark Tank, and Höhle der Löwen. VIEW Journal, 5(9), 105–115.

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