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Baumann, Sabine1 and Rohn, Ulrike2
1: Jade University, Department of Management, Information, Technology, Friedrich-Paffrath-Str. 101, 26389 Wilhelmshaven , 2: Tallinn University, Baltic, Film, Media, Arts and Communication School (BFM), Centre of Excellence in Media Innovation and Digital Culture (MEDIT), Narva mnt 27, 10120 Tallinn

2016-08-01

Meet the Predators: The Branding Practices Behind Dragons’ Den, Shark Tank, and Höhle der Löwen

Publication

Publication

VIEW Journal , Volume 5 - Issue 9 p. 105- 115

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
Persistent URL doi.org/10.18146/2213-0969.2016.jethc106
Journal VIEW Journal
Rights Authors who publish with this journal agree to the following terms:Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License (CC BY-SA 4.0) that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
Note VIEW Journal of European Television History and Culture; Vol 5, No 9 (2016): TV Formats; 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. doi:10.18146/2213-0969.2016.jethc106
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