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Palgrave Macmillan Publishers Kate Bowker European Sales Manager Company and Publishing Brands: Strategy or Travesty? What is “branding”? • Branding has existed since ancient times • Norsemen “branded” their cattle to demonstrate “ownership” • Now branding is an everyday part of business & a massive industry throughout the world • Is it a valuable business asset or a con? World’s top 10 brands: 1. 2. 3. 4. 5. McDonald’s Coca Cola Disney Kodak Sony 6. Gillette 7. Mercedes-Benz 8. Levi’s 9. Microsoft 10.Marlboro Levels of Branding Values: • Functional Values: – Whether Coke or Pepsi, it refreshes… – Whether Volvo or BMW, it provides a safe drive – Whether IBM or Apple, it provides a professional computing package – Whether Macmillan or Blackwell, it provides required information Levels of Branding 2: • Expressive Values: – Marlboro Cigarettes suggest a macho image – Armani designer clothes suggest style and good taste – Macmillan suggests academic credibility, excellent publishing and good taste! Levels of Branding 3: • Central Values: – Locks consumers into belief in product – Coca Cola link themselves to both good fun, youth culture but also to family values and comfort – safety and enjoyment – Publishers aspire to be trusted as source of information, whether as entertainment or academic reference How does Branding effect Publishers & how do we use it? Why does our identity effect you as customers? • Librarians and any purchasers/end users need to trust: – Promotional material that informs you of product – The product itself (whether book, CD, online information, e-book or journal) – Quality of service in obtaining the product – In total, the name & identity of the company that is selling you the product = the brand! Is there more to publishing brand recognition than just the name and image? • Author reputation – Academic reputation – International reputation – Hands on experience! • Trust me, I’m a Doctor! – In medical publishing, the book will be known by the original author’s name long after they have died – In Economic publishing, Keynes – In Biochemistry, Stryer……………… Publishing Brands: • Pearson PLC – Changed core business from origins in Construction in 1840’s – Pearson as media giant, encompassing Penguin, Dorling Kindersley, Financial Times, Prentice Hall – Each one carefully branded to portray appropriate message and image, separately and together Another International Publisher who has many elements to the company, and has invested in careful branding? Why the need to develop and clarify our brand within the Macmillan name? Recognised brand of Macmillan: Names send signals, just as visual images do: By consolidating our position in the market under one new name, we are sending a strong signal that we are a new company and a global force in publishing, which retains strong links with our past. Palgrave is a name long associated with Macmillan, with publishing and with the highest intellectual achievement. Palgrave Macmillan was launched in September 2000 by combining the strengths of Macmillan Press from the UK and St. Martin’s Press Scholarly & Reference from the USA Our aim is to be the academic publisher of choice for authors and customers around the world. We are a global academic publisher serving learning and scholarship in the field of higher education Considerable strength in the humanities, social sciences, business and a growing strength in computing and engineering. HIGHER EDUCATION: in: We publish over 150 new titles a year -Humanities & Social Sciences -Languages -Business & Economics -Law -Computer Science, Engineering -Cross - Disciplinary publishing and Mathematics ACADEMIC & SCHOLARLY: We publish about 500 new books an in-print backlist of around 1500 titles, giving us sales of approximately 500,000 units a year. W H Freeman, Worth, Sinauer, University Science Books: Offering the very best in Physical and Life Sciences titles for both students and professionals. PALGRAVE MACMILLAN JOURNALS: We publish a growing list of high profile scholarly journals for a worldwide audience. KEY DATES IN MACMILLAN HISTORY - 19th CENTURY 1899 Completion of Palgrave's Dictionary of Political Economy 1890 The Golden Bough by Sir J. G. Frazer 1887 The Woodlanders by Thomas Hardy 1884 Tennyson's works transferred to Macmillan 1877 First volume of Grove's Dictionary of Music and Musicians 1869 First issue of Nature 1865 Alice's Adventures in Wonderland by Lewis Carroll 1864 First edition of The Statesman's Year-book 1861 The Golden Treasury by E. T. Palgrave 1857 Tom Brown's School Days by Thomas Hughes 1853 Westward Ho! By Charles Kingsley 1843 First Macmillan book: The Philosophy of Training by A. R. Craig KEY DATES IN MACMILLAN HISTORY 20th CENTURY 1999 MDL Awarded the Nibby for Supply Chain Performer of the Year 1996 The Dictionary of Art 1987 The New Palgrave: A Dictionary of Economics 1980 The New Grove Dictionary of Music and Musicians 1978 A History of Soviet Russia in 14 volumes, completed by E. H. Carr 1966 Winds of Change by Harold Macmillan 1936 Theory of Employment, Interest and Money by Maynard Keynes MACMILLAN HENRY HOLT EDUCATION Macmillan Distribution Ltd (MDL) offer a wide range of practical, no-nonsense yet innovative books to support students in their studies - whatever the discipline, level or need. aim to help students acquire generic study skills such as easy writing, critical thinking and research skills. give guidance on how to gain skills in specific subject areas such as history, romantic poetry, linguistics and economics. explore key terms and concepts in a range of subject areas. PALGRAVE MASTERING SERIES …now in its 21st year ! The Palgrave Master Series is a well respected and successful series of introductory books across a wide range of topics from English to European History and Philosophy to Pascal Programming. Ideal for individual study or classroom use, each book is a self-contained course, taking the student from first principles to examination level with little or no need for previous knowledge. These highly readable, clearly presented books are packed with examples, questions and exercises to reinforce understanding and to meet the needs of both students and lecturers MAJOR REFERENCE WORKS The New Grove Dictionary of Music and Musicians, The Dictionary of Art Print Edition 2nd edition The New Grove Dictionary of Jazz, 2nd edition Encyclopedia of Popular Music Encyclopedia of Astronomy and Astrophysics Jan2001 Encyclopedia of Cognitive Science Nov 2002 Encyclopedia of Life Sciences Encyclopedia of the Human Genome 2003 The New RHS Dictionary of Gardening The Cancer Handbook 2002 ONLINE PRODUCTS The New Grove Dictionary of Music and Musicians, 2nd edition www.grovemusic.com/index.html Encyclopedia of Life Sciences www.naturereference.com//els/index.htm SOME MACMILLAN GROUP WEBSITES http://www.palgrave.com/home http://www.whfreeman.com/ http://www.nature.com/nature/ http://www.panmacmillan.com/ http://www.macmillanonline.net/ http://www.stmartins.com/ http://www.macmillaneducation.com/corporate.htm