Strategic Publishing Brands Management PART2

Pitsaki, Irini (2008) Strategic Publishing Brands Management PART2. International Journal of the Book, 5 (3). pp. 105-114. ISSN 1447-9516

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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.

Item Type: Article
Uncontrolled Keywords: publishing, brand, management
Subjects: N500 Marketing
P400 Publishing
W200 Design studies
Department: Faculties > Arts, Design and Social Sciences > Design
Depositing User: Irini Pitsaki
Date Deposited: 29 May 2012 14:14
Last Modified: 26 Oct 2017 12:31
URI: http://nrl.northumbria.ac.uk/id/eprint/7454

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