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.
|Journal||The International Journal of the Book|
|Publication status||Published - 2010|