Strategic Publishing Brands Management PART2

Irini Pitsaki

    Research output: Contribution to journalArticlepeer-review

    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
    JournalInternational Journal of the Book
    Volume5
    Issue number3
    Publication statusPublished - 2008

    Keywords

    • publishing
    • brand
    • management

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