Abstract
ABSTRACTIn this essay I argue that current practices of brand management push the boundaries of the text/paratext relationship. A brand is not (only) a portal through which we gain understanding of how a text or product is made to mean. It is a powerful authority, policing and in many cases articulating the boundaries according to which its objects acquire meaning. The essay reviews the conceptual bases of brands as boundary brokers and boundary makers. I then offer three examples to illustrate how brands acquire cultural and political authority through their imposition of boundaries: as instigators of value co-creation, as intellectual property, and through territorial (nation) branding. The essay concludes by situating the discussion within the contemporary social and political context.
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