BRAND PARTNERSHIPS AND COLLABORATION OF UKRAINIAN BOOK PUBLISHERS

Abstract

A study of collaborations in the publishing business in Ukraine. Analysis of the impact of cooperation between publishing houses on market competition and cultural aspects. One of the most effective and common ways to convey information about a brand and reach a target audience is collaboration, which combines the efforts of different companies or corporations to spread knowledge about themselves among fans and Internet users. Ukrainian publishing houses choose partners for collaborations based on several key criteria: shared cultural values, the possibility of mutual strengthening of brands, common goals, and values, and complementarity of products and audiences. Partnerships between publishers are based on combining resources and expertise to create unique products that capture audiences' attention. Successful collaborations allow publishers to expand their audience, strengthen their position in the market, and better meet readers' needs by combining partners' efforts and resources.

Collaborations increasingly contain a clear self-identity, patriotic stance, and appeal to cultural heritage, and here, publishers have something to offer a variety of non-publishing brands.

Collaborations in the publishing business are a phenomenon that allows publishers to effectively promote their brands, reach new audiences, and create unique book products in the competitive market. The perspective of further research may be the study of collaborations of publishing brands with authors, readers, influential people - influencers, research of the cooperation with business partners, such as bookstore chains or services Megogo, "Abuk", Librarium, Yakaboo, with organizers of festivals and contests, educational and training institutions, etc. Cooperation marketing and partner marketing as an interaction between the client and the company is still waiting to be studied.