Published In Brand Research

The global economy today has entered a new era of Brand competition from the competitions of commodity and capital. As the market comes to maturity and technology is widely used, it is Brand that enterprises mostly rely on. Brand marks enterprises' marching into the market; it is an invisible combination of quality, name, design, price, history, reputation and style of advertisement. Brand is different from Name Brand as well as commodity. The success of Brand lies in its meeting with various tastes of consumers and achieving the additional value and invisible assets.The publishing Brand is the product of publishing market competition. Based on Brand publishing idea, it is also a process to make Brand publications, and then create the whole image of publishing companies and Brand publishers. The publishing Brand is an embodiment of spiritual style, spiritual value and aesthetic value. So, this thesis emphasize that the framework of publishing Brand has three aspects: Brand idea, Brand image and Brand publishers. These three aspects are regarded as an associated and inseparable system, the foundation and prerequisite for the success of publishing companies. The management of the publishing Brand is engaged in Brand spreading, Brand expansion, management globalization with Brand promotion and Brand maintenance and innovation. As the advent of Network Era, it emerges as the time requires that the webbing of traditional Brands, e-Brand and its pioneering to the traditional area. The publishing Brand has to keep the pace with the Internet revolution and make innovations for its permanent energy.