Critical branding : postcolonial studies and the market / Caroline Koegler.

Cover; Half Title; Title Page; Copyright Page; Contents; List of Figures; Acknowledgements; Introduction; PART I: Consolidating Postcolonialism; 1 Reading the Longstanding Materialist Challenge; The Question of Identity; The Question of Imagination; The Question of Integrity; Complicity 2.0; Beyond Complicity; PART II: Reworking the Market; 2 The Market: Permeation; The Market, Commodification, and the Postcolonial (as) Commodity; Imagining Markets: Perspectives; Imagining Markets: Practices; The Structure of Market Revolutionsâ#x80;#x94;A Diachronic Perspective; The /Other/ Postcolonial Unconscious

3 Marketisation: DifferentiationThe Marketisation of the English University System; Postcolonial Studies and Marketisation; Between Romanticisation and Revolt; Beyond Marketisation; 4 The Brand Becomes the Product: Transformation; Theorising the â#x80;#x98;Postmodern-going-on-post-postmodern Conditionâ#x80;#x99;; A Darker Side?; 5 (Self-)Branding: Materialisation; Branding as a Dimension of Practice: The Critic and Her Audience; Brand Acts; Brand Trouble; PART III: Branding Postcolonialism; 6 If You Donâ#x80;#x99;t Brand Postcolonialism, Someone Else Will; Incommensurability Meets Delineation

Branding Contests: Ends and RemainsMobilised by Exclusions; 7 Anti-capitalism as a Brand Narrative; Anti-Capitalism and Othering; The Strange Case of Robert JC Youngâ#x80;#x99;s Postcolonialism: A Very Short Introduction; (Beyond) West and East; Cornerstones of Branding Postcolonialism as Anti-Capitalist; Postscript: Anti-Capitalism as Strategic Essentialism?; A Conclusion in Five Brand Acts; Bibliography; Index