Using Branding to Make Your Mark(et): What Lessons Leaders Can Learn for Library and Information Science

摘要

Branding, in its current marketplace meaning, embodies the tangible and intangible aspects of a product, service or entity. Designated internal attributes define the brand. Then, public relations, marketing, and advertising define the brand externally. The brand will not thrive if the internal and external attributes are not in sync. Many branding techniques are useful to the discipline of library and information science (LIS) by practitioners, professional associations, and institutions of learning. These are particularly important now since the discipline is undergoing a major transformation. Branding, however, may be stymied by our collective inability to agree on the internal attributes of the profession among academe, professional associations, accrediting bodies, and information professionals themselves. Leaders in all sectors of the profession must have a strong vision that drives the brand identification and every aspect of that identity which fosters the brand. LIS should incorporate branding principles to disciplinary advantage.