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I am doing exactly that. I created my own publishing company, which to date has published exactly one book. (My first book was published before I created this company, and I'm working on my third now.) The main reason I did this was so I could create my own imprint, i.e. publisher name and logo. It is also helpful -- I'm not sure if it's absolutely necessary ...

I think that a company "that acts like a publishing house" but has no other corporate activity is a (small) publishing house. The one obvious benefit will be if you are successful promoting and selling your own books, then you could take on other authors using the same systems and become a larger publishing house. Since this question is almost exclusively ...