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Brand reconciliation? A case study of ITV's 2013 rebrand

Garner, Ross 2015. Brand reconciliation? A case study of ITV's 2013 rebrand. Critical Studies in Television: An International Journal of Television Studies 10 (1) , pp. 3-23. 10.7227/CST.10.1.2

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Abstract

This article extends existing work in Television Studies on branding through a study of rebranding practices. To this end, the discussion takes the mainstream UK commercial broadcaster ITV's 2013 rebranding as a case study and examines both the institutional contexts motivating change and the construction of its altered brand image through publicity materials. Engaging with the latter allows for strategies of what I have called brand reconciliation to be discussed as, despite focusing on the channel' s contemporary output, publicity stills demonstrating the channel' s new logo attempt to activate popular audience memories of the broadcaster and unite its'past' and' present' incarnations.

Item Type: Article
Date Type: Published Online
Status: Published
Schools: Journalism, Media and Culture
Subjects: P Language and Literature > PN Literature (General) > PN1990 Broadcasting
Publisher: Manchester University Press
ISSN: 1749-6020
Date of First Compliant Deposit: 1 June 2016
Date of Acceptance: 4 September 2014
Last Modified: 27 Jun 2019 18:53
URI: http://orca.cf.ac.uk/id/eprint/91371

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