Развитие на визуалната комуникация и изграждането на телевизионни брандове
Development of Visual Communication and the Construction of Television Brands: Contemporary Strategies and Challenges

Author(s): Leda Tsvetkova
Subject(s): Social Sciences, Media studies, Communication studies
Published by: Факултет по журналистика и масова комуникация, Софийски университет „Св. Кл. Охридски”
Keywords: brand; mythology; consumers; design
Summary/Abstract: The media brand of а television channel is the first visual element that attracts viewers and serves as the foundation for the creation of brand identity. It reÀects the corporate values of the media organization and functions as a symbol of the brand in the public sphere. The present study explores the role of the brand's construction and mythological symbolism in the development of the television media brand. It examines their inÀuence on audiences and identi¿es kay factors contributing to the success and recognition of television brands. The research is based on a comparative analysis of selected international television channels and program brands, focusing on their visual communication strategies and semiotic characteristics.

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