Introduction. Branding Books Across the Ages: Strategies and Key Concepts in Literary Branding (Jeroen Dera, Helleke van den Braber, Jos Joosten, and Maarten Steenmeijer)
Cultural Branding in the Early Modern Period: The Literary Author (Lieke van Deinsen & Nina Geerdink)
Telling a Double Story: The Branding of a Cultural Magazine 1904-1919 (Helleke van den Braber)
A Hero and His History: The Branding of Jan III Sobieski and His Letters in the Northern Netherlands during The Early Nineteenth Century (Paul Hulsenboom)
From Immorality to Immortality: Branding Madame Bovary in the Netherlands (Maaike Koffeman)
Allegories of Branding: How to Successfully Fail Charles Bukowski (Gaston Franssen)
Branding or Excluding? The Tenability of the 'Branding' Concept in the History of Nineteenth-Century Dutch Book Publishing, Book Printing, and Bookselling (Rob van de Schoor)
Hugo Claus: 'I'm not Searching for Myself, but for the Media. I Don't Know Who I Am, I'm not Interested' (Gwennie Debergh)
One Book's Brand is Another Book's Frame: Covering the Dutch Cover of Carlos Ruiz Zafón's La sombra del viento (Maarten Steenmeijer)
'The Most Successful Writer of the Netherlands': On the Success Myth of Dutch Bestseller Author Herman Koch (Sander Bax)
Young Adults as Branded Readers (Linda Ackermans)
Of Dust and Dollars: Branding Poetry in the 21st Century. The Case of Ellen Deckwitz (Jeroen Dera)
'This Is What We Share': Co-Branding Dutch Literature at the 2016 Frankfurt Book Fair (Jack McMartin)
The One Unforgivable Transgression? Branding 'Kluun' as a Literary Strategy (Jos Joosten)
Branding the Open-Minded Nation: Dutch Authors at the 2011 Beijing Book Fair (Laurens Ham)
Against the Grain: The Das Mag Brand and Lize Spit's The Melting (2016) (Roel Smeets)
Afterword. In Search of the Most Effective Way of Branding: The Label 'Literature' as a Means to an End (Bertram Mourits)
Bibliography
Index