An imprint of a publisher is a trade name under which it publishes a work. A single publishing company may have multiple imprints, often using the different names as brands to market works to various demographic consumer segments.
An imprint of a publisher is a trade name—a name that a business uses for trading commercial products or services—under which a work is published. Imprints typically have a defining character or mission. In some cases, the diversity results from the takeover of smaller publishers (or parts of their business) by a larger company. In the case of Barnes & Noble, imprints have been used to facilitate the venture of a bookseller into publishing.
A single publishing company may have multiple imprints, with the different imprints often used by the publisher to market works to different demographic consumer segments. For example, the objective of Viking—an imprint of the Penguin Group—is "[t]o publish a strictly limited list of good nonfiction, such as biography, history and works on contemporary affairs, and distinguished fiction with some claim to permanent importance rather than ephemeral popular interest."