Sequels and Spinoffs, Canon and Continuity – An Overview of Different Approaches to Brand Building in the Creative Industry

Abstract:

The creative industry is an important element of the global economy. In the business and management literature some examples of brands of popular films, books or computer games are often referred, but not widely discussed, while in fact they differ significantly from other goods and services. This article aims to review the most common solutions regarding the use of brands in the creative industry.  Specific examples are also discussed.