Strategic Publishing Brands Management

By:
Dr. Irini Pitsaki
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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, Strategy
Stream: Publishing
Presentation Type: Paper Presentation in English
Paper: , Strategic Publishing Brands Management PART2


Dr. Irini Pitsaki

Lecturer, Faculty of Product and Systems Design Engineering
Aegean University Press, University of the Aegean

Athens, Greece

Dr. Irini Pitsaki is Lecturer (category 407/80) in the Greek University of the Aegean and teaches Design Management and Graphic Arts in the Faculty of Product and Systems Design Engineering. She also coordinates the Aegean University Press. Her PhD thesis, "Design and Identity Management of Books Series," concludes with the formulation of a design and strategic brand management model for publishing products. She also holds a D.E.A (MPhil) on “Typographic Revolutions” and a Master’s Degree in "Publishing Business" from the University of Barcelona - Spain.

Ref: B07P0013