Publication details
Chceme být Applem mezi nakladateli: strategie budování brandu v současném českém nakladatelském poli
| Title in English | We aim to be Apple in book publishing business: some strategies of brand building in contemporary Czech publishing field |
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| Authors | |
| Year of publication | 2015 |
| Type | Article in Proceedings |
| Conference | Megatrendy a médiá 2015: Mediálna farma II. |
| MU Faculty or unit | |
| Citation | |
| Web | https://www.academia.edu/14028336/Chceme_b%C3%BDt_Applem_mezi_nakladateli_strategie_budov%C3%A1n%C3%AD_brandu_v_sou%C4%8Dasn%C3%A9m_%C4%8Desk%C3%A9m_nakladatelsk%C3%A9m_poli |
| Field | Mass media, audiovision |
| Keywords | sociology of art; symbolic capital; economic capital; book publishing; branding |
| Description | Book business nowadays is widely considered as an important part of culture industry. Such a position brings about new threats and new challenges for its actors (book publishers, booksell-ers, readers etc.). In this paper, I accentuate the perspective of book publishers and focus on their strategies of brand building. Bearing upon Pierre Bourdieu’s sociology of art, I regard book publishers as „double agents“: ideally, they should combine the logic of money with the logic of art, which are often viewed as contradictory and irreconcilable. Various publishers have different ways of dealing with this inherent tension, depending on the size of the pu-blishing house or the type of books published (popular or literary fiction, translated or origina-lly Czech fiction). In the same vein, the way they deal wiwth the newly established need for branding their own publishing house and its books differ significantly. I give a basic descripti-on of these strategies and add practical examples. In conclusion, I review also the advantages and disadvanteges they endow the publisher with. |