Astudy On The Book Brand Imaginist

Under the increasingly fierce competition of the book market and the impact of theelectronic publishing to traditional publications, the importance of the book brand strategy is self-evident. In our country, many publishers, with brand strategy as the core, have been aware of the urgency to build the book brandand have set up them that have good reputation and wide market, which enables them to be vigorous and outstanding.In September 2010, the tenth anniversary of Beijing Bei Bei Te Co. Ltd of Guangxi Normal University Publishing Group, the Chief editor Liu Ruilin contrives the brand Imaginist. It publishes about 100 books a year, which mainly focuses on humanistic and social science books. Aside from this, it also provides many creative products and cultural activities. Basing on publishing yet ascending it, Imaginist is an inclusive, prospective and rich book brand.Adopting methods of sample studying, documents analysis and interviewing, this thesis tries manifesting thoroughly the brand value of Imaginist, following theories on editing, publishing and marketing. This paper,beginning with the definition of the concept of brand, expounds the connotation of the book brand. Following this is the exploration of Imaginist, including its origin, development, features and the awards it won during the last six years, which is meant to tap the brand value and success contributors of Imaginist.The author tries to explore the establishment and propagation rules of book brand in publishing sphere by analyzing the contributors of Imaginist such as the distinct topic choosing planning, unique book design and multi-marketing strategy. The author finds that to set up their ownbrands the presses should have a clear market positioning, to which personality and characteristics should be given, and pay special attention to summoning writers. In addition, brands should not only focus on their core products with high-quality in content, butalso bear the idea of high-end products in the book design.Meanwhile, in an Internet era, presses should make full use of varied new media, such as micro-blog, public account of We-chat and so on to promote brand propagating and marketing.Though Imaginist has made great achievement and set a good example for establishing and promoting book brands, it has to further sort out its brand structure and system and better maintain and manage its brands so as to make remarkable progress in its future development.