| Under the wave of digital reading,the digital transformation of the traditional publishing industry and brand building have become a hot topic in recent years.The core of publishing brands is the combination of creativity and culture rather than simply sell goods.This article summarizes the changes and logical shifts of brand theory through literature review,historical analysis and text analysis,which lay the foundation for the analysis of publishing brand.Placing the publishing industry in a more macro industrial structure,it will be found that the transition from cultural industry to cultural creative industry is more in line with the publishing industry’s positioning in the digital age,and it is also the result of the interaction of economic,political,cultural,and technological factors.The injection of creative factors helps publishing brands create a better brand experience.Readers will truly become participants in the brand experience,achieve interaction,and promote their own thinking.The refreshing sector is combing the attribute of culture and creativity,constituting a multi-dimensional interactive publishing brand building model accompanied with the factor of brand experience,brand image,brand positioning,and brand relationship.Specifically,regarding the creation of mediated cultural scenes as experience "entry",the cultural experience involving the senses as the key to brand participation,and the multi-interactive knowledge experience is the core of publishing brand bonding experience.In addition to online experience,real interpersonal communication also creates opportunities for brand experience.The connection between the publishing brand and readers will be solid by creating a comfortable cultural space,organizing varied culturally events based on exchanges and dialogues,the awareness of a "brand community" is about to be formed.Whether it is an online virtual scene or an offline real scene,the brand experience,brand image and brand positioning are multi-party interactions and coexisting relationships.How to promote multi-party interaction,maintain brand relationships,and create scenes all require the injection of creativity.During the internship survey of the "Houlang" publishing company,the author analyzed the way of content production and communication of the brand through in-depth interviews and participatory observations.Excluding professional cultural content,the author’s brand is highly attractive to readers,multi-platform communication has become an important way to maintain brand relationships.Besides,the special form of "live book selling",the scene creation and interaction in the live room is crucial to enhancing the brand experience. |
