Electronic Resource

Branding Books Across the Ages

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As marketing specialists know all too well, our experience of products is prefigured by brands: trademarks that identify a product and differentiate it from its competitors. This process of branding has hitherto gained little academic discussion in the field of literary studies. Literary authors and the texts they produce, though, are constantly 'branded': from the early modern period onwards, they have been both the object and the initiator of a complex marketing process. This book analyzes this branding process throughout the centuries, focusing on the case of the Netherlands. To what extent is our experience of Dutch literature prefigured by brands, and what role does branding play when introducing European authors in the Dutch literary field (or vice versa)? By answering these questions, the volume seeks to show how literary scholars can account for the phenomenon of branding.

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Detail Information

Series Title

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Call Number

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Publisher

: Amsterdam University Press., 2021

Collation

425 hlm.

Language

English

ISBN/ISSN

9789463723916

Classification

NONE

Content Type

text

Media Type

computer

Carrier Type

online resource

Edition

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Subject(s)

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Specific Detail Info

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Statement of Responsibility

Universitas Jember

Other Information

Cataloger

ida

Source

https://directory.doabooks.org/handle/20.500.12854/68168

Validator

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Digital Object Identifier (DOI)

10.5117/9789463723916

Journal Volume

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Journal Issue

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Subtitle

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Parallel Title

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