Brand reputation remains a hugely important factor in scholarly publishing. Even if one ignores metrics like the Impact Factor, what the reader or author thinks about your journal, or the types of books your company produces, is a major influencer in their decision to buy, read, or submit a manuscript. But what do we mean by “brand”?
Oxford University Press (full disclosure: my employer) put together the video below from an author of a new book on branding to offer a quick explanation. Brand is not the same thing as your logo, nor is branding the same thing as marketing. Branding is all about design (and no, that does not mean how things look).