Brand Features And Brand Creation Of Children's Book

As a commodity, book's industry core is content. Compared with the general merchandise, book has different features. For the particularity of children's books readers, there are many differences between children's book and adult's book, such as choices of topics and content, means of producing and marketing. So, brand of children's book presents the characteristics of several aspects. In the area of the character of content, it is "story first", concise and smart language of description, lower of the error rate of text. In the area of the recognition system, design of outward appearance is more striking, binding of book is humanity, and publication image is affinity and professional. These are external features of brand of children's book. In the area of the value of culture, it is positive thinking-oriented, social benefits first in concept of publishing and continuously innovation. In the area of the style and personality, it is clear and brisk, extension of production's style, and flexible, alert and lead-trend on the personality of propaganda. These are inner features of brand of children's book.By discussing the features of brand of children's book, we can propose some targeted suggestion to the brand creation of children's book. First, we can make brand positioning based on external features with two aspects:character of content and recognition system. Second, we can make brand expression based on inner features with three aspects:to optimize brand publishing through the children's perspective, to set brand image by thinking of children's thinking, to intensify brand's personality by understanding children.As leader of original literature of children's book in China, "Naughty Ma Xiaotiao" have been still keeping selling well. Its brand's feature is distinctive. With Relay Press'carefully orchestrated, it became a model of brand creation and developing. The writer Hongying Yang pays attention on the children's growing, makes the purpose of liberating children's nature and understanding children's inner-heart. She writes the works through the children's perspective and characteristics, which brings quality books to our children and promotes China's children's book marketing developing.The research on brand features of children's book expands research area of children's publishing, provides ideas for children's publishing and children's book 'brand creation:with external and inner features of brand of children's book, we can make distinct brand positioning and brand expression.