Critical Branding

Merging concepts from business studies, postcolonial studies, queer studies, and literary and cultural studies in an informed way, Critical Branding: Postcolonial Studies and the Market sets on a thorough theoretical footing a range of categories which, while increasingly current, remain surprisingly obscure, such as the market, marketing, branding, and market forces. It provides new concepts with which to think of the market as a dimension of practice, such as brand narratives, brand acts, and brand politics. At a time when the marketization of the university system and the resulting effects on academics are much on our minds, Critical Branding is a timely contribution that explores how diversely postcolonial studies and the market intersect, for better and for worse.