From Nordic to Universal. The creation of cultural images about Dutch-language literature by the Italian publisher Iperborea

This chapter will explore the links between cultural branding and imagology through the analysis of the paratexts of the Dutch-language novels published by the Italian publisher Iperborea. Two main branded images will be put forward: the double branding of Dutch-language literature as ‘Nordic’ and as ‘universal’. First, the concept of North as a cultural periphery will be discussed in relation to both imagological theories and the marketing policies of the publisher. Second, the pitches, the reviews and the covers retrieved from the publisher’s website will help gain insights into which authors are branded as ‘Nordic’ and which others are promoted as ‘universal’, as well as the underlying reasons for these choices.