Abstract
This article extends existing work in Television Studies on branding through a study of rebranding practices. To this end, the discussion takes the mainstream UK commercial broadcaster ITV's 2013 rebranding as a case study and examines both the institutional contexts motivating change and the construction of its altered brand image through publicity materials. Engaging with the latter allows for strategies of what I have called brand reconciliation to be discussed as, despite focusing on the channel's contemporary output, publicity stills demonstrating the channel's new logo attempt to activate popular audience memories of the broadcaster and unite its ‘past’ and ‘present’ incarnations.
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