Strategic Publishing Brands Management PART2

Research output: Contribution to journalArticle

Abstract

Based on models and definitions given by well-known academics and consultants specialized in Strategic Brand Management, research focus on how they apply in the Publishing Sector. Four different perspectives are adopted: a) the corporation as brand: the publishing house, b) the product as brand: the series, c) the person as brand: the author, d) the work as brand: the literary or scientific content - text. Therefore, a series brand, for example, is a publishing product that acquires a special sense for its readers; a sense that arises out of the brand equity that the company creates and manages. In order, for a publishing house, to benefit from the multiple advantages that a brand can supply, the first thing ought to do when creating a new book series is conceive it as just that. Those and other ideas about publishing brand management will be examined.
Original languageEnglish
Pages (from-to)105-114
Number of pages10
JournalThe International Journal of the Book
Volume5
Issue number3
DOIs
Publication statusPublished - 2008

Keywords

  • publishing, brand, management

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