Brand Shakespeare?

Research output: Contribution to journalArticlepeer-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.

Bibliographic note

6,600 words


Original languageEnglish
Pages (from-to)25-37
Number of pages13
JournalShakespeare Survey
Publication statusPublished - Oct 2011


  • brand, theatre, marketing, advertising, Shakespeare