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Strategic Publishing Brands Management PART2
By Irini Pitsaki.
Published by The International Journal of the Book
| Format | Price | |
|---|---|---|
| Article: Print | $US10.00 | |
| Article: Electronic | $US5.00 |
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.
| Keywords: | Publishing, Brand, Management |
|---|
The International Journal of the Book, Volume 5, Issue 3, pp.105-114. Article: Print (Spiral Bound). Article: Electronic (PDF File; 799.843KB).
Dr. Irini Pitsaki
Lecturer, Faculty of Product and Systems Design Engineering, Aegean University Press, University of the Aegean, Athens, Greece