J. Royle et al., The use of branding by trade publishers: An investigation into marketing the book as a brand name product, PUBL RES Q, 15(4), 1999, pp. 3-13
Publishing has traditionally been an introspective industry, and while this
is gradually changing, there is a need for publishers to adopt a more mark
et-led approach. This requires the development of branding strategies to in
crease levels of recognition and consumer loyalty among the book buying pub
lic. The nature of the book as a product presents difficulties in applying
branding theory to the industry and this study provides an insight into the
issues involved in branding the imprint and the author and examines how so
me trade publishers are addressing these issues. The study also examines th
e public perception of brands within the trade sector and examines how much
impact publishers' brands have made with the consumer.