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Abstract
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 language | English |
|---|---|
| Pages (from-to) | 25-37 |
| Number of pages | 13 |
| Journal | Shakespeare Survey |
| Volume | 64 |
| Publication status | Published - Oct 2011 |
Bibliographical note
6,600 wordsKeywords
- brand
- theatre
- marketing
- advertising
- Shakespeare
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Dive into the research topics of 'Brand Shakespeare?'. Together they form a unique fingerprint.Research output
- 1 Book
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Cultural value in twenty-first-century England: The case of Shakespeare
McLuskie, K. & Rumbold, K., 2014, Manchester: Manchester University Press. 256 p.Research output: Book/Report › Book