Brand Concepts and Strategies in Publishing / Dr Irini Pitsaki

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Publishing brand concept evolution and theory are introduced

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Brand Concepts and Strategies in Publishing / Dr Irini Pitsaki

  1. 1. BRAND CONCEPTS AND STRATEGIES IN PUBLISHING Dr Irini Pitsaki, NORTHUMBRIA UNIVERSITY, UK
  2. 2. • The evolution of the brand concept • The brand today • Brand & marketing strategies • Brand development • Branding tools (brand – product matrix, brand hierarchy) Presentation Overview
  3. 3. The evolution of the brand concept Brand is a “name, term, sign, symbol, or design, or a combination of them, intended to identify goods and services of one seller or group of sellers and differentiate them from those of competition” (American Marketing Association)
  4. 4. From the supply perspective, marketing focuses on the product; from the demand approach, it focuses on the person Supply: the brand is a “means of communication or expression of origin” (L.M. Zapico & A.I. Jimenez) Demand: brand is a source of meaning satisfaction and symbolism, communicates company’s values 'A tempting change' boasted one of Virago's first posters. Now, Virago can look back with pride on over thirty years of success – in both tempting and changing the world – and, with confidence look forward to a new era of publishing books that speak volumes about the lives of girls and women.
  5. 5. The brand today The acceptance of brand as much more that an identifying. The brand becomes an intermediary between the company and the person, and also a channel of exchange: The company can present its products, and the consumer sees his values expressed and his desires fulfilled through the brand
  6. 6. The brand today “Ultimately a brand is something that resides in the minds of consumers. A brand is a perceptual entity that is rooted in reality, but it is also more than that, reflecting the perceptions and perhaps even the idiosyncrasies of consumers” (K.L. Keller) Inspiring People to Care About the Planet Travel the Earth, sharing its amazing stories with each new generation, support critical expeditions and scientific fieldwork, encourage geography education, promote natural and cultural conservation, inspire audiences
  7. 7. Publishing Brands A brand may be seen as a product with dimensions that help it stand out, differentiate itself, and ultimately acquire more appeal and appreciation than all products in the same category A publishing brand is a product that: • has a special meaning for the readers • has a symbolic dimension (that allows individuals to identify with what it represents) • allows the transference of value to works and authors, and vice versa • constitutes the basis on which specialization strategies can be established, allowing for market and company positioning
  8. 8. The brand today A brand may be associated with a company, a product or a product line To brand a product it is necessary to teach audiences “who” the product is... as well as “what” the product does and “why” they should care. In other words, to brand a product or service it is necessary to give people a label for the product and to provide meaning for the brand to them” (K.L. Keller, 2003: 13)
  9. 9. Marketing & Brand Some emphasize associations with what they represent: brands are symbols that generate emotions and determine lifestyles
  10. 10. Market segmentation / Genre Strategies
  11. 11. Personalization Strategies
  12. 12. Brand Development “Brands may take all shapes and sizes; their power does not derive from what they are but rather from what they represent” Wally Olins (2003: 19) Generally, there are brands that compete by a direct association with the product and its pure nature
  13. 13. Brand Development Others emphasize associations with names or origin
  14. 14. Brand Development
  15. 15. K.L. Keller´s strategic brand management model In the aforementioned definition of brand proposed by the American Marketing Association, it seems that brand creation should begin with choosing a name, logotype, design and other elements known as brand elements (K. L. Keller, 2003: 50). These may be as numerous and diverse as the products and companies they pertain to. Their character, approach, and shapes will vary, enabling an infinite number of combinations
  16. 16. K.L. Keller´s strategic brand management model
  17. 17. Branding Tools / Defining the Brand Strategy To establish a brand strategy, an interrelation between brand and products must be chosen. K.L. Keller speaks of two useful tools for the brand strategy determination: the brand-product matrix and the brand hierarchy
  18. 18. Random Fiction
  19. 19. BRANDS PRODUCTS Random Arrow The Associate / Grisham /Paperbac k Century The The Associate / Associate / Grisham / Grisham Trade /Hardback Paperbac k AudioBooks The CD Associate / Grisham
  20. 20. Branding Tools / Defining the Brand Strategy It is important to establish a hierarchy system that reveals the explicit order of the brand. The hierarchy displays the number and nature of the common or distinguishing characteristics of all the company’s products. To do so, it is fundamental to know the potential relation between brand and products. The brand hierarchy is based on the idea that products can be managed in diverse ways, according to the brand elements used and the combination chosen for each product
  21. 21. Branding Tools / Defining the Brand Strategy In the hierarchies there are different ways of brand elements definition. The simplest is moving from the corporation to brand family, then the individual brand and then a product or modifier (a model or specific product)
  22. 22. Brand Hierarchy - corporation
  23. 23. Brand Hierarchy - brand family
  24. 24. Brand Hierarchy - individual brand
  25. 25. Brand Hierarchy - modifier
  26. 26. Branding Tools / Defining the Brand Strategy The brand hierarchy is an ideal tool for determining strategies in the publishing sector. This study is also about the analysis of different brand types, starting with the corporation, then moving onto the product (book or book series), the author and lastly, the content. These four perspectives help to understand what a publishing brand can be in relation to very common publishing categories
  27. 27. Corporate brands: the publishing house Corporate brands strategies are based on everything that defines the company and makes it different or better than the others. These differentiating fundamentals must become the protagonists of the company’s actions, be treated as attributes of the commercialized products and, mainly, to seen as ways of developing strong bonds with readers
  28. 28. Illustrated Classics, 1938 Art director: Robert Gibbings
  29. 29. Classics restyled1947 Jan Tschichold’s redesigns Key elements by John Overton
  30. 30. Penguin Classics, 2003
  31. 31. Modern Classics, 2000
  32. 32. The person as brand: the author The star system” consists of associating authors (creators) “stars” with paramount texts (works). “This involves considerable marketing efforts, in order to break a writer or performer as a new star, or to ensure the continuation of a star’s aura”. (D. Hesmondhalgh, 2002: 21)
  33. 33. The work as brand: the content “Genre terms operate as labels, not unlike brand names, witch suggest to audiences the kind of pleasure witch can be attained through experiencing the product. The terms might not be universally understood, and might not even be explicitly used: the important thing is that a type of cultural product is suggested, associated with particular uses and pleasures. Many cultural products promoted and publicized primarily via genre also carry author names, but until the author become a star, genre is paramount” (D. Hesmondhalgh, 2002: 21)
  34. 34. The work as brand: the content Another way of constructing a brand from the work and the content of the book consists of basing it on the plot or the characters
  35. 35. Branding Tools / Defining the Brand Strategy In order to determine and successfully apply brand strategies and finally create the potential “conceptual entity” that is the brand, it is fundamental to: - be aware that products can be managed in diverse ways, according to the brand elements used and the combination chosen for each product - know the potential relation between brand and products
  36. 36. Thank you! Irini.pitsaki@northumbria.ac.uk

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