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oapen-20.500.12657-483782021-04-27T00:47:51Z Branding Books Across the Ages van den Braber, Helleke Dera, Jeroen Joosten, Jos Steenmeijer, Maarten Branding, Literary Studies, Literary Institutions, Translation Studies, Reception Studies bic Book Industry Communication::1 Geographical Qualifiers::1D Europe::1DD Western Continental Europe::1DDB Belgium bic Book Industry Communication::1 Geographical Qualifiers::1D Europe::1DD Western Continental Europe::1DDN Netherlands bic Book Industry Communication::3 Time periods qualifiers::3J Modern period, c 1500 onwards bic Book Industry Communication::D Literature & literary studies::DS Literature: history & criticism bic Book Industry Communication::K Economics, finance, business & management::KJ Business & management::KJS Sales & marketing 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. 2021-04-26T09:04:37Z 2021-04-26T09:04:37Z 2021 book 9789463723916 https://library.oapen.org/handle/20.500.12657/48378 eng application/pdf Attribution-NonCommercial-NoDerivatives 4.0 International 9789048544400.pdf https://www.aup.nl/en/book/9789048544400 Amsterdam University Press 10.5117/9789463723916 10.5117/9789463723916 dd3d1a33-0ac2-4cfe-a101-355ae1bd857a 9789463723916 425 open access
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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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