On 06./07. February the workshop "The Evolution of Media Branding - Locating an Interdisciplinary Research Area" took place at the IPMZ organized by the division of Media Economics and Management.

1. IPMZ – Institute of Mass Communication and Media Research
Workshop:
The evolution of media branding
Locating an interdisciplinary research area
Funding:
IPMZ - Division Media Economics and Management, Hochschulstiftung (UZH), VAUZ and

2. Impressions from the workshop “The evolution of media branding – Locating an interdisciplinary research area
UZH, IPMZ, Division Media Economics & Management, Gabriele Siegert
2
Keynote: Sylvia Chan-Olmsted (U of Florida, USA):
Media Branding 3.0: From Media Brands to Branded
Entertainment and Information

3. Impressions from the workshop “The evolution of media branding – Locating an interdisciplinary research area
UZH, IPMZ, Division Media Economics & Management, Gabriele Siegert
3
Session 1: Media brands as ‘market driven’ journalism
Chair and Input: Stephan Russ-Mohl (U of Lugano, CH)
- Gabriele Siegert (U of Zurich, CH)
- Isabelle Krebs (U of Zurich, CH)

4. Impressions from the workshop “The evolution of media branding – Locating an interdisciplinary research area
UZH, IPMZ, Division Media Economics & Management, Gabriele Siegert
4
Session 2: Media brands as branded content
Chair: John Oliver (U of Bournemouth, GB)
- Bjørn von Rimscha (U of Zurich, CH)
- Walter McDowell (U of Miami, USA)
- Stéphane Matteo (U of Neuchâtel, CH)

5. Impressions from the workshop “The evolution of media branding – Locating an interdisciplinary research area
UZH, IPMZ, Division Media Economics & Management, Gabriele Siegert
5
Session 3: Media brands as management task
Chair: Christian Blümelhuber (Berlin U of the Arts, DE)
- Gillian Doyle (U of Glasgow, GB)
- Sabine Baumann (Jade University, DE)
- Ronen Shay (U of Florida, USA)

6. Impressions from the workshop “The evolution of media branding – Locating an interdisciplinary research area
UZH, IPMZ, Division Media Economics & Management, Gabriele Siegert
6
Dinner: UniTurm

7. Impressions from the workshop “The evolution of media branding – Locating an interdisciplinary research area
UZH, IPMZ, Division Media Economics & Management, Gabriele Siegert
7
Session 4: Media brands and its marketing
Chair: Mart Ots (Jönköping Business School, SE)
- Klaus Schönbach (U of Vienna, AT)
- Stefan Weinacht (Westfälische Hochschule, DE)
- Lisa-Charlotte Wolter (Hamburg Media School, D)

8. Impressions from the workshop “The evolution of media branding – Locating an interdisciplinary research area
UZH, IPMZ, Division Media Economics & Management, Gabriele Siegert
8
Session 5: Media brands as a relationship /audience
construct
Chair: Juliane Lischka (U of Zurich, CH)
- Helmut Scherer (Hanover U of Music, Drama and Media, DE)
- Kati Förster (U of Vienna, AT)
- Jennifer Berz (U of Mainz, D)
- Kathrin Greuling and Lara Treptow (U of Koblenz-Landau, D)

9. Impressions from the workshop “The evolution of media branding – Locating an interdisciplinary research area
UZH, IPMZ, Division Media Economics & Management, Gabriele Siegert
9
City Tour & Dinner “Zunfthaus zur Waag”

10. Coming soon….
Gabriele Siegert, Kati Förster, Sylvia
Chan-Olmsted, Mart Ots (Eds.)
(2014/2015): Handbook of Media
Branding. Springer