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With digitization, journalistic companies tested out different ways of creating value through the capabilities that technology provides. Online newspapers applied the experience they had with their print versions to brand extensions, aiming to build revenue models that went beyond the classic models for advertising and charging for content. Their goal was to leverage brand value by expanding their name to a new product. This study focuses on Unidad Editorial, which undertook various initiatives testing the power of the digital brand elmundo.es and expanding the boundaries of the business. We use information obtained from 23 semistructured in-depth interviews with executives from the early days of their online business to the present, providing a comprehensive picture. Elmundo.es's experimentation with brand extensions and other non-advertising revenue sources helps us understand digital media's shift towards charging for content -which the Covid-19 pandemic provided a favorable environment for- in their search for alternatives to compensate for the decline in advertising revenue. New brand extension projects, for which brand strength and consistency with the original product are determinative, remain open. In addition, these new practices will be subject to the journalistic companies' investment capabilities. [ABSTRACT FROM AUTHOR]

Brand creation and management has undergone a substantial change in recent years as a result of new communication strategies, adaptation to the digital transmedia paradigm, and interaction with consumers. The use of an audio identity as a variable in this architecture and its inclusion in the different points of contact with consumers has generated a growing interest in audio branding. This article responds to the need to establish a conceptual basis and the state of the art in order to advance in the in-depth study of the discipline through a systematic review of the literature. This review was carried out in the Web of Science databases for the 2011-2020 period. After the initial filtering, a total of 36 articles were analysed and divided into four areas of relevance: phonetics in brand names, audiovisual advertising and branding, local city or country branding, and political branding. [ABSTRACT FROM AUTHOR]

Copyright of El Profesional de la Información is the property of EPI SCP and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)