Baumann, SabineRohn, Ulrike2020-08-242020-08-242016-08-01https://mediarep.org/handle/doc/15683The 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.engFernseheninternational TV formatslocalisationbrand extensionscultural brandingcelebrity entrepreneurco-brandingbusiness practicesfinance07079110.18146/2213-0969.2016.jethc10610.25969/mediarep/14709DRAGONS’ DENSHARK TANKDIE HÖHLE DER LÖWEN2213-0969