Research output: Contribution to journal › Article › peer-review
Colleges, School and Institutes
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.
|Number of pages||13|
|Publication status||Published - Oct 2011|
- brand, theatre, marketing, advertising, Shakespeare