This document discusses branding concepts and strategies in publishing. It begins by defining what a brand is and how the concept of brands has evolved from simply identifying products to representing complex meanings and values. It then examines how publishers today develop brands through associations with authors, genres, and story/character elements. Tools for defining brand strategies are presented, including the brand-product matrix and brand hierarchy, which show how different brand elements can be combined. The importance of understanding the relationship between brands and products is emphasized for determining effective branding approaches.
8. chapter 9 clara dini ayunita (55120110081) & rb radityo (55120110176)AndreasPrasetia1
Sebagai kelengkapan pengerjaan Tugas Besar satu, mata kuliah Strategic Marketing. Universitas Mercu Buana Program Studi Magister Management. Kampus Warung Buncit
Insight, talent, deep knowledge of consumer and taste trends, altogether are the ingredients to design brand identity that really sells, adding value to your business.
8. chapter 9 clara dini ayunita (55120110081) & rb radityo (55120110176)AndreasPrasetia1
Sebagai kelengkapan pengerjaan Tugas Besar satu, mata kuliah Strategic Marketing. Universitas Mercu Buana Program Studi Magister Management. Kampus Warung Buncit
Insight, talent, deep knowledge of consumer and taste trends, altogether are the ingredients to design brand identity that really sells, adding value to your business.
Co-Branding Strategies - Brand Strategy Course material for BBA/MBA.
Your comments are welcome to improve this course.
Dr. Francois Gaucher,
Aperto Libro Academy
An introduction to branding and the paradox brand managers face between globalisation and localisation when internationalising. A brand is a friend and you should treat it as one.
The concept of glocalization and its incorporation in global brands’ marketin...inventionjournals
Over the past decades,multinational corporations‘ marketing activities were oriented towards brand globalization, which meant promoting, integrating and selling their standardized, uniform products and services across markets worldwide. However, nowadays, international brands are facing new challenges, one of them being to adapt to the conditions, socio-cultural factors and consumers needs within a specific market, to conduct marketing activities based on product particularisation in order to create a connection between the brand and consumers from different cultures and socio-economic backgrounds, thus changing their perspective from „global‖ to „local‖ (leading to the ―glocal‖ approach).In this paper, we will be defined the concept of ―glocalization‖ within a theoretical framework, referring to research studies from previously published literature conducted by other authors, while attempting to demonstrate how adopting a glocal strategy (combining a corporation‘s global strategy and developing products and services customized in order to appeal to the society members of a specific market) can lead to brand equity increase, as well as sales growth.
Philip Kotler Presentation - NYAMA Marketing Hall of Fame InsightInnovation
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This is a presentation I gave on March 23rd at the Helsinki School of Economics as a guest lecturer. In this presentation I go through the fundamental differences between mind-share, emotional, viral, and cultural branding, and also try to map out how they relate to each other in terms of synergy and different stages of brand building.
Co-Branding Strategies - Brand Strategy Course material for BBA/MBA.
Your comments are welcome to improve this course.
Dr. Francois Gaucher,
Aperto Libro Academy
An introduction to branding and the paradox brand managers face between globalisation and localisation when internationalising. A brand is a friend and you should treat it as one.
The concept of glocalization and its incorporation in global brands’ marketin...inventionjournals
Over the past decades,multinational corporations‘ marketing activities were oriented towards brand globalization, which meant promoting, integrating and selling their standardized, uniform products and services across markets worldwide. However, nowadays, international brands are facing new challenges, one of them being to adapt to the conditions, socio-cultural factors and consumers needs within a specific market, to conduct marketing activities based on product particularisation in order to create a connection between the brand and consumers from different cultures and socio-economic backgrounds, thus changing their perspective from „global‖ to „local‖ (leading to the ―glocal‖ approach).In this paper, we will be defined the concept of ―glocalization‖ within a theoretical framework, referring to research studies from previously published literature conducted by other authors, while attempting to demonstrate how adopting a glocal strategy (combining a corporation‘s global strategy and developing products and services customized in order to appeal to the society members of a specific market) can lead to brand equity increase, as well as sales growth.
Philip Kotler Presentation - NYAMA Marketing Hall of Fame InsightInnovation
Dr. Kotler gave an expansive talk that traced the origins of modern marketing and implications for the future in his presentation at the 2014 Marketing Hall of Fame Induction Ceremony, May 28th, NYC.
Brands in Strategic Marketing guest lectureHenri Weijo
This is a presentation I gave on March 23rd at the Helsinki School of Economics as a guest lecturer. In this presentation I go through the fundamental differences between mind-share, emotional, viral, and cultural branding, and also try to map out how they relate to each other in terms of synergy and different stages of brand building.
Exploring the role of cultural branding strategy in brand buildingNaveen Iftekharuddin
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Branding today has moved into everyday life in Western societies and is steadily peaking steam in the developing economies. Its impacts are diverse affecting more sectors than ever before as competition for audiences intensifies. It is no longer a practice limited to companies, universities, charities but even the arts industry now uses branding techniques. The concept is widely while branding is also applied to countries, cities, celebrities and individuals who want to ‘rebrand’ themselves.
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
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The Roman Empire A Historical Colossus.pdfkaushalkr1407
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Roman architecture and engineering achievements were monumental. They perfected the arch, vault, and dome, constructing enduring structures like the Colosseum, Pantheon, and aqueducts. These engineering marvels not only showcased Roman ingenuity but also served practical purposes, from public entertainment to water supply.
How to Split Bills in the Odoo 17 POS ModuleCeline George
Bills have a main role in point of sale procedure. It will help to track sales, handling payments and giving receipts to customers. Bill splitting also has an important role in POS. For example, If some friends come together for dinner and if they want to divide the bill then it is possible by POS bill splitting. This slide will show how to split bills in odoo 17 POS.
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The Indian economy is classified into different sectors to simplify the analysis and understanding of economic activities. For Class 10, it's essential to grasp the sectors of the Indian economy, understand their characteristics, and recognize their importance. This guide will provide detailed notes on the Sectors of the Indian Economy Class 10, using specific long-tail keywords to enhance comprehension.
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Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
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He discussed the concept of quality improvement, emphasizing its applicability to various aspects of life, including personal, project, and program improvements. He defined quality as doing the right thing at the right time in the right way to achieve the best possible results and discussed the concept of the "gap" between what we know and what we do, and how this gap represents the areas we need to improve. He explained the scientific approach to quality improvement, which involves systematic performance analysis, testing and learning, and implementing change ideas. He also highlighted the importance of client focus and a team approach to quality improvement.
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Brand Concepts and Strategies in Publishing / Dr Irini Pitsaki
1. BRAND CONCEPTS AND STRATEGIES IN PUBLISHING
Dr Irini Pitsaki,
NORTHUMBRIA UNIVERSITY, UK
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. 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. 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.
6.
7. 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
8. 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
9. 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
10. 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)
11. Marketing & Brand
Some emphasize associations with what they represent:
brands are symbols that generate emotions and determine
lifestyles
14. 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
17. 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
19. 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
22. 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
23. 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
24. 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)
29. 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
30. 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
36. 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)
37.
38.
39. 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)
40.
41. 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
42.
43. 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
