A Study On Brand Strategy Of The Publishing Brand Imaginist Under The View Of Federated Media

With the rapid development of science and technology,the present society has entered an all-media era characterized by rich channels and forms of information dissemination.Under this background,the competition in the book market has become increasingly fierce.Under the impact of digital technology,traditional publishing enterprises must actively seek transformation methods when publishing content.Therefore,in order to gain a firm foothold and make great progress in the market situation of the new era,publishing enterprises must build publishing brands with distinctive brand characteristics and strong brand influence.The publishing brand of Imaginist was founded in September 2010.it publishes about 100 kinds of books every year,which mainly focuses on humanistic and social science books.In addition to book publishing,it is also committed to expanding the boundary of publishing and has made many fruitful explorations on the extension of publishing brands.Imaginist is an inclusive,forward-looking and rich publishing brand.Based on the theories of editing,publishing,and brand management,this paper studies the brand strategy of Imaginist by using the methods of literature research and case analysis,it further discusses the enlightenment of the publishing brand of Imaginist to the brand building of publishing enterprises from four aspects: brand positioning,brand identification,brand extension and brand communication.Firstly,this paper explains the definition and connotation of brand and publishing brand by taking concepts of brand and publishing brand as entry points.Then,it sorts out the innovations and breakthroughs made by Imaginist in the all-media context.Secondly,it focuses on the implementation path and strategy of Imaginist brand building in the all-media context,and analyzes its brand positioning strategy from three aspects: brand spirit,market segmentation and core products;Thirdly,it analyzes the unique brand identification of Imaginist,and probes into its brand identification strategy from the aspects of brand name identification,brand logo identification and brand binding design identification;Besides,it analyzes its brand extension strategy from a series of publishing extension activities of Imaginist,including the brand extension of Imaginist and the brand extension methods of Vistopia and Naive;It also analyzes its brand communication strategy from three aspects:brand media management,organizing brand activities and performing brand linkage.Finally,this paper summarizes the experience of successful brand building of Imaginist,hoping to provide some reference value for other publishing enterprises to implement brand building strategies.