Brand Marketing v. Product Marketing

Brand Marketing and Product Marketing:
Brand marketing is the marketing of the broad "name" of a company. Product marketing is the marketing of each individual product that the company has.
For example: Microsoft is the brand and the iPhone, iPad, iPod, iPod touch,and all of the other items are the products that are individually marketed.

It's easy to imagine that publishers look at each individual book as the product they need to market, but that isn't always the way it goes. In reality, the author's name becomes the product. Unlike book titles, the author's name doesn't change. It's a steady, dependable factor in the sale of the book. The author's name also draws attention to new titles, especially if their previous publications were bestsellers or award winning.

I don't think publishers spend as much time marketing their name as they do the author's. The reason I think this is because I don't know many people who walk into a bookstore and say, "I'm looking for the newest title released by Penguin." More than likely, a person is going to ask for the newest book by Nicholas Sparks or some other popular author.

I think product marketing is more effective than brand marketing. People know what products they like even if they don't know exactly who manufactures or publishes them. If product marketing is done well, then the brand will succeed as well.