The paper addresses the following questions: What is a publishing brand and how publishing corporations and products can be managed in order to attain brand equity?

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Article: Electronic

In this paper, publishing brand concept evolution and theory are introduced.

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Article: Electronic

This paper brings design into the realm of cultural organizations -such as museums, galleries, cultural centers or publishing houses- and examines how its deeper understanding could help improve their performance.

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Article: Electronic

The paper treats publishing brand strategies and the marketing models used to establish them. It shows how advanced tools, like the hierarchy and the brand-product matrix, could operate in publishing.

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Article: Electronic