Theory, research, and practice in library management 5: branding

Abstract

Purpose

The purpose of this paper is to explore the branding in the marketing and promotion of libraries.

Design/methodology/approach

The literature is examined to illustrate the importance of branding for libraries. The wider management literature is explored to establish the definition for branding and why brands are needed. The literature is also used to demonstrate how brands are created and developed. The importance of branding for libraries is examined and illustrated using the observations from various library commentators.

Findings

The fast rate of change facing libraries means that libraries can benefit from having an effective brand. The brand can enable library users to have an informed perspective on the services available to them. There is also a close relationship between quality and branding. For libraries wishing to develop a brand, it is necessary to go through various identifiable stages. One of the main reasons for libraries to have a strong brand is to improve visibility. A major aspect of developing the library brand is identifying the unique niche to fill. Library staff have an important role to play in the creation, development and delivery of the library brand. There are several examples of libraries across the world that have looked to re‐brand to increase their visibility and profile.

Originality/value

The paper provides an overview of branding theories and investigates the relevance of branding in library services.

Citation

Walton, G. (2008), "Theory, research, and practice in library management 5: branding", Library Management, Vol. 29 No. 8/9, pp. 770-776. https://doi.org/10.1108/01435120810917369