Brand-building Of Translated Publishing

On the base of making clear the concepts of "translated publishing" and " publishing brand " , by the analyses of a successful example — " The Chinese-translated World Famous Works" published by the Commercial Press , this article sorts out its brand developing history in the twentieth century and sums up its brand characteristics. The success of "The Chinese-translated World Famous Works " bases on the series' excellent qualities, including "expecting view" fit for the times, perfect qualities and the wonderful overall design.Moreover, the brand propaganda and brand extending make it have long brand vitality . Furthermore , Zhang Yuanji, Wang Yunwu and other publishers put their heart and soul into its breeding and long-term planning .The article tries to summarize the successful experience of brand-building in translated publishing through the analyses of the specific example so as to deal with kinds of crises existing in translated publishing at present.