A Study On The Brand Extension Strategy Of Imaginist

In the first decade of the 21st century,more than 580 publishers across the country basically completed the task of changing corporate restructuring.After a preliminary competition of scale competition and price competition,the Chinese publishing industry has entered the stage of "brand competition".Many companies they actively began to carried out brand strategic layout strengthen its brand from planning,editing,marketing and other aspects consciously.The brand building has achieved good results.A number of publishing brands have emerged.However,with the the rapid development of the Internet and digital technology,the society has entered the era of new media,the mode of dissemination information and knowledge has changed,besides that,the reading habits of readers have undergone major changes.Traditional publishing brands can't attract readers' attention and meet the needs of readers fully.As a result,some publishing companies took their publishing resource advantages,including copyright resources,content resources,author resources and human resources.They created new media extension brands through multimedia content representations in order to meet users diversity and personalized needs.The Imaginist brand established in 2010.It has been deeply pursuing the publishing fields of humanities,social sciences,life,arts,etc,and has published a large number of books of high quality,high popularity,high social influence,and high sales.It has truly achieved the "win-win" of social impact and economic impact.It have made remarkable achievements in the construction of its book brand.In the era of new media,it explored and extended new media publishing actively,with advantage of the strong position of the book brand in the publishing market and its own reserve of publishing resources.In 2012,Imaginist cooperated with Douban.com to engage in e-book business.In 2015,Imaginist established the Digital Reading Department,in order to focuse on e-book business.In June 2015,the Imaginist extended brand Vistopia three video programs were formally launched on Youku and the Tudou platform.In December 2016,Vistopia cooperated with Shanxi Yiyuan Winery and lanched a taste--"Yinhua 2016" wine.In March 2017,the Imaginist extended brand listening to imaginist lanched it's first paid audio column "Bai Xianyong talked about The Story of the Stone" was exclusively on Douban...It can be said that Imaginist has walked at the forefront in the industry in terms of publishing brand extension.This article adopts literature research method,case analysis method and survey research method.This paper uses related theoretical knowledge such as publishing,marketing,and journalism comprehensively to analyze and research deeply on the brand extension strategy of Imaginist deeply.Firstly,this paper explains the concept of brand and brand extension,the definition of publishing brand and publishing brand extension,the external environment and internal motivation of the implementation of brand extension strategy in Imaginist.It also analyzes the Imaginist brand extension strategy.The implementation path concerns enriching the brand connotation,exploring the possibility of brand extension;linking paper and film and sound,brand extension in all directions and multiple types;integrating brand image and conveying the overall image characteristics of the brand.Through the analysis of the specific strategies and effects of the brand extension implemented by Imaginist,four experiences of the Imaginist brand extension strategy are summarized.It includes value-based positioning,strong branding,the similarity of the original brand,the success of the new brand.In addition to the experiences that are worth learning from,the Imaginist brand extension also has problems,such as unclear system planning for the brand extension,the inability of brand extension to operate,and the intensification of information construction for brand extension.Finally,the author sums up the inspiration of the Imaginist brand extension strategy for the brand extension of publishing companies from the different stages of the publishing brand building,in order to provide some reference value for other publishing companies to implement the brand extension strategy.