Brand Shakespeare?

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This article challenges the assumption that Shakespeare is a brand, and argues instead that it has served a range of organisations well, from the seventeenth century to the present day, to create the impression of a ‘brand’, and present themselves as its products. It explores the complex relationship between institutions and the market, and shows how the perceived opposition between these realms remains a productive source of creativity and value.
Original languageEnglish
Pages (from-to)25-37
Number of pages13
JournalShakespeare Survey
Publication statusPublished - Oct 2011

Bibliographical note

6,600 words


  • brand
  • theatre
  • marketing
  • advertising
  • Shakespeare


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