Chapters in this book

1. Frontmatter 1
2. Table of Contents 5
3. Introduction 9
4. Cultural Branding in the Early Modern Period 31
5. Telling a Double Story 61
6. A Hero and His History 83
7. From Immorality to Immortality 109
8. Allegories of Branding 131
9. Branding or Excluding? 151
10. Hugo Claus 177
11. One Book’s Brand is Another Book’s Frame 197
12. ‘The Most Successful Writer of the Netherlands’ 215
13. Young Adults as Branded Readers 239
14. Of Dust and Dollars 257
15. ‘This Is What We Share’ 273
16. The One Unforgivable Transgression? 293
17. Branding the Open-minded Nation 313
18. Against the Grain 335
19. In Search of the Most Effective Way of Branding 355
20. Index of Names 369