Building a High-Quality Brand in Popular Academic Publishing——The Case of Oxford University Press's "Very Short Introductions"
Public academic publishing is an important mission of academic publishing institutions. As a world-class academic publishing institution,Oxford University Press is dedicated to creating high-quality popular academic publishing brands,with "Very Short Introductions" being a prominent example. Since its launch in 1995,the series has published over 800 volumes,covering a wide range of topics including humanities and arts,medicine and health,social sciences,law,and science and mathematics. The authors are often renowned scholars with significant influence in their respective fields,and the content balances academic rigor with accessibility and readability. This results in a brand characterized by precise positioning,high recognizability,and wide dissemination. Using the "Very Short Introductions" series as a reference,this paper suggests that publishing institution in China should focus on accurate product positioning,maintaining brand consistency,make full use of academic resources and innovating brand promotion strategies. These efforts can pave the way for developing high-quality popular academic publishing brands that reflect the academic character of presses.
Very Short IntroductionsOxford University Presspopular academic publishing
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