Meet the Predators: The Branding Practices Behind Dragons’ Den, Shark Tank, and Höhle der Löwen
Author(s): Baumann, Sabine; Rohn, Ulrike
Abstract
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.
Preferred Citation
Baumann, Sabine; Rohn, Ulrike: Meet the Predators: The Branding Practices Behind Dragons’ Den, Shark Tank, and Höhle der Löwen. In: VIEW Journal of European Television History and Culture, Jg. 5 (2016-08-01), Nr. 9, S. 105–115. DOI: https://doi.org/10.25969/mediarep/14709.
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