Brand cognition represents consumers’ recognition of brand,which is one of the main components of brand equity,the embodiment of corporate culture and values,and the proof of corporate competitiveness and popularity.Successful companies and mature products require consumers to have a certain understanding of their brand attributes,image,emotional implications,core values and other elements.Based on this understanding,consumers will buy behavior,and the consensus of the enterprise,the formation of trust and loyalty.Since the reform of the economic system,the situation of "supply is less than demand" in the publishing market has gradually been replaced by "supply is more than demand".The publishing enterprises should respect the readers,establish the idea of "reader-centered" publishing brand management,and strengthen the construction of brand cognition to meet the readers’ diversified and individualized reading needs.The publishing industry for children is an important industry in the construction of national culture and spirit,which is responsible for improving the soft power of national culture,improving the quality of the whole people and revitalizing the cause of national education.Multiple data show that children’s publishing is one of the most dynamic and competitive subsectors of the publishing market,and the overall development situation is good,the market potential is large,but there are still some problems such as uneven quality of publications,unclear market positioning of publishing enterprises,serious copycat piracy,imperfect product structure system,and digital publications are still at the trial stage,brand competition is becoming more and more fierce,and readers’ trust crisis is frequent.This research combines the brand management theories of Kafir and Kevin Kyle in Noel to explore the concept and characteristics of children’s publishing brand,this paper analyzes the expression form and cultural value of children’s publishing brand from two angles of external characteristics and internal characteristics,then,it analyzes the personality and reading behavior of the children’s publishing brand,that is,the children’s readers of "Z generation" and the parents of "Y generation".On the basis of this,this paper discusses the connotation and significance of children’s publishing brand cognition,and points out that the construction of children’s publishing brand cognition is beneficial to condensing high-quality publishing resources,establishing readers’ contact and arousing consumer behavior,thus realizes the reader’s trust and the Enterprise Competitive Power Promotion.Based on the characteristics and significance of children’s publishing brand cognition,this study,combined with market case analysis,finds that the internal and external environment of children’s publishing brand cognition has changed significantly.The author brand,the publishing enterprise brand and the publishing product brand have been formed within the children’s publishing,and the professional children’s publishing brand and the imported publishing brand have cognitive advantages.The cognitive construction of children’s publishing brand in enterprises is faced with the new situation of market competition,new features of readers’ demand,new requirements of media technology reform and other external challenges.In the face of the complex market competition environment and changing readers’ reading psychology,the children’s publishing enterprises’ brand cognitive practice is easy to go astray,which causes readers’ trust crisis in two aspects: product,service quality and marketing means,this can lead to negative brand perceptions.Based on Robinson,North Dakota’s theory of trust source and trust transfer,this study explores the relationship between reader trust and children’s brand cognition,and makes it clear that reader trust is the starting point,goal,core and gist of brand cognition.In this conclusion,based on Kyle’s brand cognition dimension model,this study proposes a reader-trust-oriented brand cognition promotion scheme for children’s publishing,which provides specific strategies from two aspects of improving quality and precision marketing,it is expected to provide reference for the practice of children’s publishing brand building. |