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.

business practices, international TV formats, co-branding, brand extensions, cultural branding, finance, localisation, celebrity entrepreneur
Netherlands Institute for Sound and Vision
VIEW Journal
Creative Commons Attribution-ShareAlike 4.0 International (CC BY-SA 4.0)
VIEW Journal of European Television History and Culture; Vol 5, No 9 (2016); 105-115

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