Building a brand portfolio: an analysis on brand extensions by the Tribute Entertainment Media Group

This report focuses on The Tribute Entertainment Media Group’s (TEMG) implementation of brand extensions in print and digital publishing as an example of how publishers need to grow, evolve, and adapt in response to the Internet’s continued success at attracting users. The TEMG case demonstrates the need for magazines to consider brand extension strategies to remain competitive as readers are increasingly drawn to consume content online. Specifically, this study explores opportunities presented by digital branding to reach new market segments and take advantage of new revenue streams made possible by the Internet. This report illustrates the decision process, its implementation risks, and the viability of each brand extension, thus providing insight into the practical brand extension strategies implemented by the TEMG.