My theoretical framework will evaluate that a radio station brand is an image, name, positioning statement, and logo both visually and verbally that evokes a certain feeling or emotion which leads to listener loyalty. Branding is extremely important for radio stations because of the identity that branding creates and promises the costumers. Branding assists in your values, purpose, vision, strengths, and passions. In addition, it is important to those that execute the plans of a radio stations because branding has a purpose to describe what you do through various mediums like logos, positioning statements, and more.
Radio One Charlotte, Vice President and General Manager Doug James discusses telling our story about our brands. Therefore, the peer reviewed article The Key Role of Storytelling in the Branding Process by Meda Mucundorfeanu was very interesting because the upfront nature that branding is so much more than normal branding elements, of name, logo, and positioning statements. It is “rather storytelling process promising customers the satisfaction of their needs, as well as an entirely new experience” (Mucundorfeanu, 2018, pg.42).
In reviewing Hello My Name is Awesome by Alexandra Watkins it confirmed that “solid brand names are “super-sticky,” so your customers remember them” (Watkins, 2014, para. 4). This article delved into the art of your brand having legs, which means if something has legs, it means there is an interest in it. In the radio industry I correlated having “legs” with a radio term of positioning statement, which states exactly what your musically format is about. Therefore, having a positioning statement with legs means that there is an interest in what your radio station has to offer the public.
The premise of branding for radio stations the thought process has been that the radio station controls the outcome but Brands and Branding by Rita Clifton, John Simmons with Sameena Ahmad brought forth that “the truth is that brands don’t control anyone – and consumers control everything” (Clifton, et al., 2004, para. 20). Consumer control in this sense would be the listening audience and how they are in control is clearly demonstrated when radio stations either excel or decline in the Nielsen ratings system.
Branding is a vital influence for organizational communication within Radio Stations. The driving force to successful radio stations is branding because it leads to listener loyalty, ratings and revenue.
I will be using the cultural studies approach and interpretive methodology to research and analyze the topic of branding for radio stations for the Organization Communication Textual Analysis Project to demonstrate how effective branding can assist a radio station presence and placement in the marketplace. The text I will be using Brands and Branding by Clifton, R., Simmons. J., and Ahmad, S. (2004), Organizational communication: Balancing creativity and constraint by Eisenburg, E. M., Goodall, H. L., Jr., Trethewey, A. (2009), The Key Role of Storytelling in the Branding Process by Van den Bergh, J. and Behrer, M. (2016), and Hello My Name is Awesome by Watkins, A. (2014).
Clifton, R., Simmons. J., and Ahmad, S. (2004) Brands and Branding. Bloomberg Press. Retrieved from https://www.getabstract.com/en/summary/sales-and-marketing/brands-and-branding/9208?u=radio_one_inc
Mucundorfeanu, M. (2018). The Key Role of Storytelling in the Branding Process. Journal Of Media Research, 11(1), 42-54. doi:10.24193/jmr.30.3
Van den Bergh, J. and Behrer, M. (2016). How Cool Brands Stay Hot. Kogan Page. Retrieved from https://www.getabstract.com/en/summary/sales-and-marketing/how-cool-brands-stay-hot/26920?u=radio_one_inc
Watkins, A. (2014). Hello My Name is Awesome. Berret-Koehler. Retrieved from
Link to Textual Analysis Theoretical Framework & Method Document