he Book Brand is named as the ‘Yellow Books’. The reasonings are as follows-
In modern world countries such as United Kingdom or United States of America, there are directories called ‘Yellow Pages’. Where people could find every essential contact numbers or information required while availing any government or non-government services. For example, important contact numbers of Hospitals that offer particular health services.
Same as the theory of yellow pages, I named the book brand as ‘Yellow Books’ as I plan to brand it only through one genre. Through the brand, customers will be able to get all books that are essential for ones growth. For instance, books on communication, leadership, career guidance. An all in one solution provided by a single brand of books.
2. RELATIONSHIP WITH THE PRODUCT
The product that I relate with myself is a book. Undoubtedly, books not only
provide us with knowledge, it always fills our head with new bits of information
and makes us more equipped to tackle any challenge we ever face.
Well saying that, I as a person always try out to communicate with the people
around me with any given topic or new thought that not only encourages to
brainstorm but also makes us able to speak to higher ups with self confidence.
Same as the books. When a person reads a book, he/she is not only relating
him/herself to the circumstances, but also gathering all the information the
book has to offer. Which can an enormous boost to the self-esteem. Also,
books have the power to inspire and motivate us with stories or characters,
through knowledge. And in real, I try my best to spread the happiness and the
learnings through communicating with the people around, through which I try
to keep an optimistic environment.
The Product: Book
When we speak or discuss about the ideas or the thoughts with the people around, we get to explore more and pursue knowledge in a more
articulated way. By communicating with people, I try to do the same. So does the books. With the particular content the book communicates
with reader in a more articulated way that helps the reader to brainstorm about that specific topic more thoroughly.
3. Since, to brand a single book can be a one-time investment hence, a one time
result. Therefore, I came up with a Book Brand that will publish only a
particular genre of books that will focus on a particular target market and
stand out as a brand to that target group.
The Book Brand is named as the ‘Yellow Books’. The reasonings are as
follows-
In modern world countries such as United Kingdom or United States of
America, there are directories called ‘Yellow Pages’. Where people could find
every essential contact numbers or information required while availing any
government or non-government services. For example, important contact
numbers of Hospitals that offer particular health services.
Same as the theory of yellow pages, I named the book brand as ‘Yellow Books’
as I plan to brand it only through one genre. Through the brand, customers will
be able to get all books that are essential for ones growth. For instance, books
on communication, leadership, career guidance. An all in one solution provided
by a single brand of books.
BRAND INTRODUCTION
4. BRAND ELEMENTS
Brand Name
To choose the Brand name, the criteria
was to maintain the meaningfulness. As
the name itself describes the brand.
Therefore, whenever someone talk
about this specific product line of
books, the associated descriptive name
will assist their evoke set to recall the
brand “Yellow Books” The logo contains the brand name along
with a trademark that reflects the brand as
a book publishing brand.
Logo Tagline
“An Investment in Knowledge”
The tagline for the brand is more like
self-explanatory as it states that a
customer is not purchasing a book.
Rather he/she is investing on his/her
own knowledge.
5. Packaging
For the packaging part, the books that are going to be
ordered by the customers will be covered with an
external hard-cover that will assist the readers to carry
the book. Apart from that, since, the packaging will be of
hard cover, the readers will be able to use it multiple
times and the packaging will be kept as simple that it will
convey just the brand message thoroughly.
The packaging will consist only the brand logo along with
a sign of ideation that will create the value of the book
topic and the packaging will aid the brand to convey its
values visually.
THINK GROW
INVEST WIN
6. Communication- Books that will
focus on the communication skills
of a person and will help them in
building up a great personality.
Career Guidance- Books that will
guide its readers to choose the
right path in their career.
02
01
Harvard Business Review- This
will be a monthly published series
of books that will consist the best
Harvard Business Reviews of the
month. This will attract all the
business and tech enthusiasts as
well.
04
Self-help Books- These books will
mostly contain books by famous
authors and will consist of best
seller reviews. Also, this books will
help any of its readers to develop
the mentally tough attitude of
relying on oneself.
03
BRAND PRODUCTS
As mentioned before, the brand Yellow Books will
publish the a specific genre books that will be
focussed towards a specific target group only. In
order to do that, the there will be multiple book
series under the brand. Which are as follows-
7. They will more likely go for the Self-help
books as at this age they more likely go
through a confusion stage regarding
multiple ongoing issues. Therefore, the
self-help books will stand as a solution to
them
YOUNG ADULTS
This group of people will go for the career
guidance or the communication books as
they will want to brush up their skills in order
to pursue in their career.
JOB HOLDERS
TARGET MARKET
As per the Brand Products, the Target Market is
divided into two sections who will most likely
purchase the books. Both the target groups are in
young age category. One is from an age group of
17-22 and another one is from 23-30.
8. For the brand, the channel strategy that is going to be
adapted is the web strategies. As we know, that web
strategies create more engagement to its audience.
Therefore, the yellow book will conduct the business
through the Social Media pages and the Website only.
Also, it will create the advantage for the brand as there
will be less inventory needed. In addition, this will allow
its customers to order books in a more hassle free way,
considering the ongoing pandemic situation.
WEB STRATEGY
9. For the promotions, Yellow Books will be adapting
the direct marketing mostly. As due to the
pandemic situation, people are more likely to
purchase anything from online.
The campaign will be as such that when a
customer purchases books there might be a flash
card in his book, and if the customer is able to
collect five flashcards, he/she will be gifted a
premium book. This campaign will make the
customers recall their school days while they
used to collect flashcards through different
stationary products.
DIGITAL MARKETING
10. For the celebrity endorsement, the Yellow Books will be collaborating
with Ayman Sadiq, the founder of 10 Minute School. Through this
celebrity endorsement, it will create the credibility for the book lovers
as well as for the people who are not fond of the books but admire the
celebrity.
Given that, the celebrity more often than not, participates in
productivity campaigns. Therefore, choosing him as the ambassador
will give a positive exposure to the brand and its books.
CELEBRITY ENDORSEMENT
11. The brand will also adapt PR strategies as its promotional campaigns. When a customer will
buy a book, 10 tk from each book will go to the fund. And by that fund, the brand will provide
books/educational materials to the underprivileged students all over the country. This
campaign will act as a newsy campaign as customers will think of buying more books since,
by buying books, they will allow other kids to continue their education somehow or so.
PR CAMPAIGN
12. MON TUE WED THU FRI SAT SUN
Each book released from the brand will have its own productivity planner. For instance,
there will be a weekly/monthly planner behind each book’s cover that will allow the
readers to track their reading pace and also can use as a personal productivity planner.
This will also be promoted through social media channels.
CUSTOMISATION
13. 1 Book
250 BDT
Each single book that a
customer buys will be of
250 BDT only. Whatever
category of the book is, it
will cost the same.
600 BDT
For this bundle, 3 books
will cost 600 BDT. Thus, if
anyone buys three books
separately, it will cost
them 50TK more.
800 BDT and free
Bookmarks
The free book marks will
create the urgency to
purchase this bundle and
save money as well while it
costs less.
3 Books 4 Books
PRICING
14. Apart from the pricing, the brand will also try to affiliate with digital
financial services such as bKash, Nagad, or banks that offer digital
transactions.
Not to mention, the increasing number of Digital Financial services
creates more convenience for everyone who wants to purchase the
Books. Also, those who want to purchase won’t have to pay extra
since, most of the financial services doesn’t take extra fee on
payments.
Therefore, considering the ongoing pandemic situation, customers
will be able to have cashless transactions and so on.
PAYMENT CONVENIENCE
