Branding in practice, or how an Amsterdam publisher used the city to promote Gerbrand Bredero (1585–1618)

Abstract This article explores how the publisher Cornelis vander Plasse managed to promote literary career of Dutch playwright Gerbrand Bredero (1585–1618) by using Amsterdam as a place. It is concerned with way in which this Amsterdam-based took decisions both comply Bredero's work and derive maximum benefit from its publication. One his strategies was deploy city recognizable trademark work. By advantages that ‘place’ offered him, he proved himself an expert marketing advertising, laying foundation reputation national author centuries follow.