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.
|Journal||International Journal of the Book|
|Publication status||Published - 2008|