Brand Concepts in Publishing

Research output: Contribution to journalArticle

Abstract

In this paper, publishing brand concept evolution and theory are introduced. Initially, a distinction between the supply and demand brand perspectives is made in order to arrive to an integrative concept. Under this new concept, brand is seen as an intermediary between the company and its clients, as well as a channel for exchange; through brands, companies can introduce products, and people can perceive values and have their needs fulfilled. In other words, a brand is defined as ?something that resides in the minds of the audience, a perceptual entity that is rooted in reality? and that reflects the ?perceptions and even the idiosyncrasies of people?. Finally, an analysis of the way this concept applies to the publishing sector is given.
Original languageEnglish
Pages (from-to)87-96
Number of pages10
JournalThe International Journal of the Book
Volume7
Issue number2
DOIs
Publication statusPublished - 2010

Keywords

  • Brand concept evolution and theory, publishing brand management

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