Palgrave Macmillan

PublishersKate 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. McDonald’s2. Coca Cola3. Disney4. Kodak5. Sony

6. Gillette7. Mercedes-

Benz8. Levi’s9. Microsoft10.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: We publish over 150 new titles a year in:

-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 CENTURY1899 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 Distribution Ltd

(MDL)

MACMILLAN

EDUCATION

HENRY HOLT

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 Dictionary of Art Print Edition

The New Grove Dictionary of Jazz,

2nd edition

Encyclopedia of Popular Music

The New Grove Dictionary of Music and Musicians,

2nd edition

Encyclopedia of Cognitive Science

Nov 2002

Encyclopedia of Astronomy and Astrophysics

Jan2001

Encyclopedia of the Human

Genome 2003

The Cancer Handbook 2002

The New RHS Dictionary of Gardening

Encyclopedia of Life Sciences

ONLINE PRODUCTS

The New Grove Dictionary of Music and Musicians, 2nd edition

www.grovemusic.com/index.html www.naturereference.com//els/index.htm

Encyclopedia of Life Sciences

SOME MACMILLAN GROUP WEBSITES

http://www.palgrave.com/home

http://www.macmillanonline.net/

http://www.whfreeman.com/

http://www.nature.com/nature/

http://www.panmacmillan.com/

http://www.macmillaneducation.com/corporate.htm

http://www.stmartins.com/