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ERIC Number: EJ877345
Record Type: Journal
Publication Date: 2008
Pages: 6
Abstractor: ERIC
Reference Count: 2
ISBN: N/A
ISSN: ISSN-1522-8959
A Brand New Way of Looking at Library Marketing
Germain, Carol Anne, Ed.
Public Services Quarterly, v4 n1 p73-78 2008
Currently, one of the hottest topics in library marketing is branding. Over the years, businesses have utilized this technique to achieve commercial success. Is it possible for libraries to utilize this same strategy to promote their resources and services? One of the key components of a good branding campaign is passion, dedication, and a quality "product." Libraries and librarians already have that commitment and can be proud of, and market with, the same zeal as Apple or McDonalds. Branding is only one element in the marketing process. Yet it can have far reaching effects for the library's promotional initiatives. In this article, the author defines branding, explains why libraries use branding, and discusses the importance of defining a library's image in the branding process. The author also talks about branding outside the library. (Contains 3 figures.)
Routledge. Available from: Taylor & Francis, Ltd. 325 Chestnut Street Suite 800, Philadelphia, PA 19106. Tel: 800-354-1420; Fax: 215-625-2940; Web site: http://www.tandf.co.uk/journals
Publication Type: Journal Articles; Reports - Descriptive
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A