Brand Shakespeare?

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Brand Shakespeare? / Rumbold, Kate.

In: Shakespeare Survey, Vol. 64, 10.2011, p. 25-37.

Research output: Contribution to journalArticlepeer-review

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Rumbold, Kate. / Brand Shakespeare?. In: Shakespeare Survey. 2011 ; Vol. 64. pp. 25-37.

Bibtex

@article{1e22745bdaf045b48400d9330b1d6e85,
title = "Brand Shakespeare?",
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 {\textquoteleft}brand{\textquoteright}, 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. ",
keywords = "brand, theatre, marketing, advertising, Shakespeare",
author = "Kate Rumbold",
note = "6,600 words",
year = "2011",
month = oct,
language = "English",
volume = "64",
pages = "25--37",
journal = "Shakespeare Survey",
issn = "0080-9152",
publisher = "Cambridge University Press",

}

RIS

TY - JOUR

T1 - Brand Shakespeare?

AU - Rumbold, Kate

N1 - 6,600 words

PY - 2011/10

Y1 - 2011/10

N2 - 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.

AB - 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.

KW - brand

KW - theatre

KW - marketing

KW - advertising

KW - Shakespeare

M3 - Article

VL - 64

SP - 25

EP - 37

JO - Shakespeare Survey

JF - Shakespeare Survey

SN - 0080-9152

ER -