Branding in library and information context: the role of marketing culture

Singh, Rajesh

doi:10.3233/isu-2004-24203

Cited by 12 publications

(13 citation statements)

References 3 publications

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“…In this way, libraries can establish a strong sense of value among its users to create loyalty. Singh 15 advised in his study that organisations ought to know their marketing culture prior to the move for branding information sources and services.…”

Section: Marketing Culturementioning

confidence: 99%

Marketing of Library Resources and Services: A Structured Literature Review

Bhardwaj¹,

Jain²

2016

DESIDOC Jl. Lib. Info. Technol.

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This conceptual paper reviews literature on marketing of This conceptual paper reviews literature on marketing of library products and services, and discusses various ways and means for the same. Several marketing techniques to promote the usage of library resources and services have been highlighted in the literature. It is seen that majority of libraries do not have a marketing culture. It is recognised that libraries need to formulate marketing plan along with financial budget on a yearly basis so that library resources can be utilised optimally. Libraries in developing countries have been struggling to conduct outreach programmes to market their resources and services. Latest technologies such as, Web 2.0 and mobile services have opened up new avenues to do marketing in efficient and cost effective ways. Therefore, libraries should not leave any stone unturned to apply the latest technologies in promotion of resources and services amongst the stakeholders. The funding agencies must formulate guidelines for marketing the library resources and services so that the library resources can be utilised optimally.DOI: 10.14429/djlit.36.3.10027

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Section: Marketing Culturementioning

confidence: 99%

Marketing of Library Resources and Services: A Structured Literature Review

Bhardwaj¹,

Jain²

2016

DESIDOC Jl. Lib. Info. Technol.

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“…The library is not a space but a key service, and a professional librarian is involved in strengthening it (Worley, 2015). Long-term relationships and staff interaction with users affect brand quality and value (Chandratre and Chandratre, 2015; Singh, 2004). Providing services based on their true value by staff is very important (Hariff and Rowley, 2011).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Libraries are in a changing information environment (Jennings, 2013: 1) and information science has undergone great changes. Old brand values, which may emphasize places and collections, may not be a sufficient reflection of what is today and what can be tomorrow (Singh, 2004). Google, Amazon, and Other Web services have posed increased competition, and the digital challenge is a threat to the mental perception of the value of the library and its staff (Kenneway, 2006).…”

Section: Introductionmentioning

confidence: 99%

Branding in libraries: Identifying key requirements and dimensions to provide a conceptual model

Sahli

Alidousti

Naghshineh

2022

Journal of Librarianship and Information Science

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The purpose of this review is to explore factors affecting brand building in libraries. Based on the nine steps of the National Health Service (NHS) center for reviews and dissemination, articles on the subject of library branding were searched in nine Iranian databases and seven international databases. The search period includes all date range of databases until 7–22 January 2021. The results were assessed for quality and 44 English articles and 3 Persian articles were selected for further analysis. Factors in promoting libraries brand building fall five categories. They include library architecture, library information resources and services, librarians’ personal branding, marketing, and library management. Inhibiting factors in libraries brand building have two final categories including internal and external inhibiting factors to brand building. Internal inhibitors covered branding costs, lead-time for branding, effort for branding and its management, the difficulty of strategic brand planning, and library staff unpreparedness. External inhibitors covered the difficulties of branding in the digital age and the economic situation of the country. If libraries manage their brand and move toward rebranding in line with the new information environment, they will be able to survive in today’s competitive world and build their true value in relationship with users.

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“…Libraries need to provide targeted training for the wide array of populations unfamiliar with digital libraries (Liu and Luo, 2011), as attracting non-users can increase usage (Xie and Wolfram, 2002). Any marketing campaign should include branding (Alford, 2007;Fagan, 2009;Singh, 2004), and in today's competitive information market, both face-to-face and virtual awareness and training campaigns (Turner et al, 2004;Xie and Wolfram, 2002). Virtual campaigns cannot rely on library web sites and services alone -libraries must reach non-users wherever they are (Wisniewski and Fichter, 2007;Xie and Wolfram, 2002).…”

Section: Marketingmentioning

confidence: 99%

Designing a user and usage database to promote, market, and demonstrate the value of selected statewide databases

2012

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Purpose -This paper aims to overview the development of a user and usage database, including multiple datasets that were combined to achieve multi-faceted analysis of users and their usage of the Florida Electronic Library (a statewide, licensed database). Design/methodology/approach -Because of the differences in the purposes and activities among the project's five phases, the research team employed a multi-method approach to data collection, including content analysis of datasets, usability and functionality assessments of the beta database, and cross-tab and descriptive statistical analyses of datasets in the final database. Findings -Researchers found first that, although numerous potential datasets existed, not all could be collated into one interactive database due to variations in measurement levels, currency, and other factors. Ultimately, the database included usage and Census data, allowing the researchers to assess usage per capita and in the context of counties' demographic profiles. The research finds that creation of a multi-dataset database can be complicated but is useful for developing data-driving marketing recommendations. Originality/value -Compiling various datasets describing users and usage of a consortial licensed database into one interactive database facilitates cross-tabulation and comparison. This project will enhance digital library research, evaluation, and marketing by serving as an example of how to identify appropriate datasets for cross-tabulation, develop a database that allows interactive searching, use the database to develop targeted marketing campaigns, and better describe impacts and value of these datasets.

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Branding in library and information context: the role of marketing culture

Cited by 12 publications

References 3 publications

Marketing of Library Resources and Services: A Structured Literature Review

Marketing of Library Resources and Services: A Structured Literature Review

Branding in libraries: Identifying key requirements and dimensions to provide a conceptual model

Designing a user and usage database to promote, market, and demonstrate the value of selected statewide databases

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