Brand Shakespeare?
Research output: Contribution to journal › Article › peer-review
Authors
Colleges, School and Institutes
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.
Bibliographic note
6,600 words
Details
Original language | English |
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Pages (from-to) | 25-37 |
Number of pages | 13 |
Journal | Shakespeare Survey |
Volume | 64 |
Publication status | Published - Oct 2011 |
Keywords
- brand, theatre, marketing, advertising, Shakespeare