LEADER 04585nam 22006735 450 001 996423846403316 005 20231005143610.0 010 $a90-485-4440-8 024 7 $a10.1515/9789048544400 035 $a(CKB)5590000000463247 035 $a(DE-B1597)576205 035 $a(DE-B1597)9789048544400 035 $a(MiAaPQ)EBC30406533 035 $a(Au-PeEL)EBL30406533 035 $a(OCoLC)1249550783 035 $a(EXLCZ)995590000000463247 100 $a20210621h20212021 fg 101 0 $aeng 135 $aur||#|||||||| 181 $ctxt$2rdacontent 182 $cc$2rdamedia 183 $acr$2rdacarrier 200 00$aBranding Books Across the Ages $eStrategies and Key Concepts in Literary Branding /$fed. by Helleke Braber, Jeroen Dera, Maarten Steenmeijer, Jos Joosten 205 $aFirst edition. 210 1$aAmsterdam :$cAmsterdam University Press,$d[2021] 210 4$dİ2021 215 $a1 online resource (372 pages) 327 $tFrontmatter --$tTable of Contents --$tIntroduction --$tCultural Branding in the Early Modern Period --$tTelling a Double Story --$tA Hero and His History --$tFrom Immorality to Immortality --$tAllegories of Branding --$tBranding or Excluding? --$tHugo Claus --$tOne Book's Brand is Another Book's Frame --$t'The Most Successful Writer of the Netherlands' --$tYoung Adults as Branded Readers --$tOf Dust and Dollars --$t'This Is What We Share' --$tThe One Unforgivable Transgression? --$tBranding the Open-minded Nation --$tAgainst the Grain --$tIn Search of the Most Effective Way of Branding --$tIndex of Names 330 $aAs 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. 606 $aEconomics 610 $aBranding, Literary Studies, Literary Institutions, Translation Studies, Reception Studies. 615 0$aEconomics. 702 $aAckermans$b Linda$4ctb$4https://id.loc.gov/vocabulary/relators/ctb 702 $aBax$b Sander$f1977-$4ctb$4https://id.loc.gov/vocabulary/relators/ctb 702 $aBraber$b Helleke van den$f1970-$4ctb$4https://id.loc.gov/vocabulary/relators/ctb 702 $aBraber$b Helleke van den$f1970-$4edt$4http://id.loc.gov/vocabulary/relators/edt 702 $aDebergh$b Gwennie$4ctb$4https://id.loc.gov/vocabulary/relators/ctb 702 $aDeinsen$b Lieke van$4ctb$4https://id.loc.gov/vocabulary/relators/ctb 702 $aDera$b Jeroen$4ctb$4https://id.loc.gov/vocabulary/relators/ctb 702 $aDera$b Jeroen$4edt$4http://id.loc.gov/vocabulary/relators/edt 702 $aFranssen$b Gaston$f1977-$4ctb$4https://id.loc.gov/vocabulary/relators/ctb 702 $aGeerdink$b Nina$4ctb$4https://id.loc.gov/vocabulary/relators/ctb 702 $aHam$b Laurens$4ctb$4https://id.loc.gov/vocabulary/relators/ctb 702 $aHulsenboom$b Paul$4ctb$4https://id.loc.gov/vocabulary/relators/ctb 702 $aJoosten$b Jos$4ctb$4https://id.loc.gov/vocabulary/relators/ctb 702 $aJoosten$b Jos$4edt$4http://id.loc.gov/vocabulary/relators/edt 702 $aKoffeman$b Maaike$f1973-$4ctb$4https://id.loc.gov/vocabulary/relators/ctb 702 $aMcMartin$b Jack$4ctb$4https://id.loc.gov/vocabulary/relators/ctb 702 $aMourits$b Bertram$4ctb$4https://id.loc.gov/vocabulary/relators/ctb 702 $aSchoor$b Rob van de$4ctb$4https://id.loc.gov/vocabulary/relators/ctb 702 $aSmeets$b Roel$4ctb$4https://id.loc.gov/vocabulary/relators/ctb 702 $aSteenmeijer$b Maarten$4ctb$4https://id.loc.gov/vocabulary/relators/ctb 702 $aSteenmeijer$b Maarten$4edt$4http://id.loc.gov/vocabulary/relators/edt 801 0$bDE-B1597 801 1$bDE-B1597 906 $aBOOK 912 $a996423846403316 996 $aBranding Books Across the Ages$92814682 997 $aUNISA