Brand Concepts in Publishing

By Irini Pitsaki.

Published by The International Journal of the Book

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

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.

Keywords: Brand Concept Evolution and Theory, Publishing Brand Management

International Journal of the Book, Volume 7, Issue 2, pp.87-96. Article: Print (Spiral Bound). Article: Electronic (PDF File; 1.127MB).

Dr. Irini Pitsaki

Lecturer, Northumbria University, Athens & Corfu, UK

Dr. Irini Pitsaki is a Senior Lecturer at Northumbria University School of Design, teaching at postgraduate level. Her current research and PhD thesis is on the Design and Strategic Brand Management of Cultural Products. She also holds an MPhil and a Master’s Degree from the University of Barcelona in Spain, where she lived many years and actively worked in the publishing sector. She is the writer of numerous essays on publishing, design management and branding. Her research, teaching and professional experience extends to UK, Spain, France, Greece and Central America.

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