ABSTRACT
It is clear that digital media, and a heightened focus on corporate social responsibility, are bringing new challenges and opportunities for reputation management, but how do the digital media companies themselves manage their own brand representation? The following chapter uses a broad analysis of corporate communications materials, academic papers and media coverage, to explore the legitimisation strategies of a variety of media companies in order to understand how their brand positionings are created and contextualised. The brand narrative approaches of the British Broadcasting Corporation (BBC) and Apple are compared to the reception of those narratives in the media during the past few decades, and the chapter also looks at how Google and Facebook have projected their brands in the face of stakeholder criticism.
