Branding Books Across the Ages

Strategies and Key Concepts in Literary Branding
Erscheinungsjahr 2021
ISBN: 978-94-6372-391-6
Verlag: Amsterdam University Press

Buch, Englisch, 372 Seiten, Format (B × H): 156 mm x 234 mm

For many, literature and marketing are considered opposite phenomena. This book discusses cases in which the two are closely connected. It argues that literature is subject to the same mechanisms as other commercial products: our experience of literary texts is prefigured by brands, trademarks that identify a product and differentiate it from its competitors. From the early modern period onwards, literary authors and their texts are constantly ‘branded’ and have been both the object and the trailblazer of a complex marketing process. The authors of this volume analyze this branding process throughout the centuries, focusing on 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, Branding Books Across the Ages seeks to show how literary scholars understand branding – a phenomenon that has long been intertwined with literature.

Autoren/Hrsg.

van den Braber, Helleke

Dera, Jeroen

Joosten, Jos

Steenmeijer, Maarten

Weitere Mitwirkende

Deinsen, Lieke

Geerdink, Nina

Hulsenboom, Paul

Koffeman, Maaike

Franssen, Gaston

Schoor, Rob

Debergh, Gwennie

Bax, Sander

Ackersmans, Linda

McMartin, Jack

Ham, Laurens

Smeets, Roel

Mourits, Betram

Fachgebiete

• Interdisziplinäres Bibliothekswesen, Informationswissenschaften Buchgeschichte, Bibliotheksgeschichte
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Geisteswissenschaften Literaturwissenschaft Literaturgeschichte und Literaturkritik
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb

Inhaltsverzeichnis

Introduction. Branding Books Across the Ages: Strategies and Key Concepts in Literary Branding (Jeroen Dera, Helleke van den Braber, Jos Joosten, and Maarten Steenmeijer)

Cultural Branding in the Early Modern Period: The Literary Author (Lieke van Deinsen & Nina Geerdink)

Telling a Double Story: The Branding of a Cultural Magazine 1904-1919 (Helleke van den Braber)

A Hero and His History: The Branding of Jan III Sobieski and His Letters in the Northern Netherlands during The Early Nineteenth Century (Paul Hulsenboom)

From Immorality to Immortality: Branding Madame Bovary in the Netherlands (Maaike Koffeman)

Allegories of Branding: How to Successfully Fail Charles Bukowski (Gaston Franssen)

Branding or Excluding? The Tenability of the 'Branding' Concept in the History of Nineteenth-Century Dutch Book Publishing, Book Printing, and Bookselling (Rob van de Schoor)

Hugo Claus: 'I'm not Searching for Myself, but for the Media. I Don't Know Who I Am, I'm not Interested' (Gwennie Debergh)

One Book's Brand is Another Book's Frame: Covering the Dutch Cover of Carlos Ruiz Zafón's La sombra del viento (Maarten Steenmeijer)

'The Most Successful Writer of the Netherlands': On the Success Myth of Dutch Bestseller Author Herman Koch (Sander Bax)

Young Adults as Branded Readers (Linda Ackermans)

Of Dust and Dollars: Branding Poetry in the 21st Century. The Case of Ellen Deckwitz (Jeroen Dera)

'This Is What We Share': Co-Branding Dutch Literature at the 2016 Frankfurt Book Fair (Jack McMartin)

The One Unforgivable Transgression? Branding 'Kluun' as a Literary Strategy (Jos Joosten)

Branding the Open-Minded Nation: Dutch Authors at the 2011 Beijing Book Fair (Laurens Ham)

Against the Grain: The Das Mag Brand and Lize Spit's The Melting (2016) (Roel Smeets)

Afterword. In Search of the Most Effective Way of Branding: The Label 'Literature' as a Means to an End (Bertram Mourits)

Bibliography

Index

Über Autor(innen)

Joosten, Jos
Jos Joosten is Professor of Dutch Literature at Radboud University. He is a member of the research group SCARAB (Studying Cultural Infrastructure and Reception Across Borders) and has published several articles and books on the theory and practice of literary criticism and book reviewing.

van den Braber, Helleke
Helleke van den Braber holds an endowed chair in Patronage Studies at Utrecht University (the Netherlands), and is director of studies of the Department of Literary and Cultural Studies at Radboud University (Nijmegen, the Netherlands), where she coordinates MA programmes in ‘Cultural Policy and Patronage’ and ‘Creative Industries’.

Dera, Jeroen
Jeroen Dera is Assistant Professor of Dutch Literature at Radboud University. His research concerns contemporary poetry, literature education, and the relation between literature and the media industries.

Steenmeijer, Maarten
Maarten Steenmeijer is Emeritus Professor of Modern Spanish and Spanish American Literature and Culture at Radboud University, and specializes in reception and translation studies.