Media and branding. Must go together.
A brand is created by perceptions of how people think about the company. A combination of people's thoughts, opinions and ideas create the company's brand. Since people can influence views, opinions, and ideas, the media can be used as an advantage of controlling how people perceive the brand.
The process of branding involves getting appearances online and offline, in mainstream media and on billboards, worldwide. Companies can run special PR and advertising campaigns through media with a goal to build a better brand. A company publishing articles in reputable media can increase its trust, reputation as well as it's brand equity.
Media still has the power over the regular people, and so by utilizing the knowledge and creating a branding strategy with media, companies can build brands quickly and efficiently, enabling them to grow fast and increase revenues.
Today companies are relying more and more on media for expanding their businesses and highlighting their products worldwide.