04585nam 22006735 450 99642384640331620231005143610.090-485-4440-810.1515/9789048544400(CKB)5590000000463247(DE-B1597)576205(DE-B1597)9789048544400(MiAaPQ)EBC30406533(Au-PeEL)EBL30406533(OCoLC)1249550783(EXLCZ)99559000000046324720210621h20212021 fg engur||#||||||||txtrdacontentcrdamediacrrdacarrierBranding Books Across the Ages Strategies and Key Concepts in Literary Branding /ed. by Helleke Braber, Jeroen Dera, Maarten Steenmeijer, Jos JoostenFirst edition.Amsterdam :Amsterdam University Press,[2021]©20211 online resource (372 pages)Frontmatter --Table of Contents --Introduction --Cultural Branding in the Early Modern Period --Telling a Double Story --A Hero and His History --From Immorality to Immortality --Allegories of Branding --Branding or Excluding? --Hugo Claus --One Book's Brand is Another Book's Frame --'The Most Successful Writer of the Netherlands' --Young Adults as Branded Readers --Of Dust and Dollars --'This Is What We Share' --The One Unforgivable Transgression? --Branding the Open-minded Nation --Against the Grain --In Search of the Most Effective Way of Branding --Index of NamesAs 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.EconomicsBranding, Literary Studies, Literary Institutions, Translation Studies, Reception Studies.Economics.Ackermans Lindactbhttps://id.loc.gov/vocabulary/relators/ctbBax Sander1977-ctbhttps://id.loc.gov/vocabulary/relators/ctbBraber Helleke van den1970-ctbhttps://id.loc.gov/vocabulary/relators/ctbBraber Helleke van den1970-edthttp://id.loc.gov/vocabulary/relators/edtDebergh Gwenniectbhttps://id.loc.gov/vocabulary/relators/ctbDeinsen Lieke vanctbhttps://id.loc.gov/vocabulary/relators/ctbDera Jeroenctbhttps://id.loc.gov/vocabulary/relators/ctbDera Jeroenedthttp://id.loc.gov/vocabulary/relators/edtFranssen Gaston1977-ctbhttps://id.loc.gov/vocabulary/relators/ctbGeerdink Ninactbhttps://id.loc.gov/vocabulary/relators/ctbHam Laurensctbhttps://id.loc.gov/vocabulary/relators/ctbHulsenboom Paulctbhttps://id.loc.gov/vocabulary/relators/ctbJoosten Josctbhttps://id.loc.gov/vocabulary/relators/ctbJoosten Josedthttp://id.loc.gov/vocabulary/relators/edtKoffeman Maaike1973-ctbhttps://id.loc.gov/vocabulary/relators/ctbMcMartin Jackctbhttps://id.loc.gov/vocabulary/relators/ctbMourits Bertramctbhttps://id.loc.gov/vocabulary/relators/ctbSchoor Rob van dectbhttps://id.loc.gov/vocabulary/relators/ctbSmeets Roelctbhttps://id.loc.gov/vocabulary/relators/ctbSteenmeijer Maartenctbhttps://id.loc.gov/vocabulary/relators/ctbSteenmeijer Maartenedthttp://id.loc.gov/vocabulary/relators/edtDE-B1597DE-B1597BOOK996423846403316Branding Books Across the Ages2814682UNISA