Lausanne, Switzerland – A gathering of literary scholars and researchers is set to explore the multifaceted concept of “the brand” within the world of literature. The international colloquium, titled “La marque et ses suffixes. Marqueurs, marketing et marquage en littérature,” will accept place April 16-17, 2026, at the University of Lausanne. The event aims to dissect how branding, marketing, and the very idea of a “mark” – as a sign of differentiation – operate within literary works and critical discourse.
Organized by Arthur Brügger and Julia Cela of the University of Lausanne’s French Department, the colloquium isn’t focused on brand names in the commercial sense, but rather on the broader implications of “marking” in literature. Researchers will investigate how authors and texts establish identity, how literary value is constructed, and how the literary field itself defines its boundaries. This exploration of “la marque” – the brand – extends to its role as a theme within fiction, a strategy for individual authorial recognition, and a means of producing symbolic capital.
The two-day event boasts a diverse program, featuring presentations from academics across Europe and beyond. The first day, April 16th, will delve into topics such as the translation of brand names, the invasive presence of branding in contemporary novels – specifically citing Alain Damasio’s Les Furtifs – and the application of textometry to analyze collective stylistic markers. A keynote address by Joséphine Vodoz will examine the historical relationship between scandal and branding in the French publishing industry. The day will conclude with a performance of Les Auteurs qui n’existent pas by Cie Dobromir at La Grange / Centre Arts & Science, with reservations available through the University of Lausanne events page: https://events.unil.ch/register/654.
Deconstructing Authorial “Brands” and Literary Marketing
The colloquium’s second day, April 17th, continues the exploration with a focus on the commercialization of literature and the construction of authorial brands. Marie Fleury Wullschleger will deliver a keynote address on “La marque comme trace du réel dans la fiction contemporaine” – the brand as a trace of reality in contemporary fiction. Subsequent panels will address the use of genealogy in self-writing, the political implications of visual “marking,” and the role of literary marketing, including book prizes and publisher branding. Presentations will examine authors like Mariana Enriquez and Jean-Philippe Toussaint, alongside historical figures like Guy de Maupassant, through the lens of branding and literary identity.
A Diverse Range of Scholarly Perspectives
The program highlights a wide range of methodological approaches. Félix Katikakis of the University of Liège will present on the use of textometry – the statistical analysis of text – to identify collective stylistic markers within the work of the “Groupe de Liège.” Io Paula de la Vega, affiliated with UGR and Cergy Paris Université, will explore the “gothic branding” and feminist differentiation employed by author Mariana Enriquez. Researchers from Morocco and Belgium will also contribute, offering international perspectives on literary branding and marketing. The full program, including abstracts, is available as a PDF document: https://www.fabula.org/actualites/documents/133437_d5eaf84bdd6bf5e97ce70855ae91c809.pdf.
The colloquium represents a timely intervention in literary studies, reflecting a growing awareness of the interplay between artistic creation and the forces of the market. By examining the ways in which literature is “branded” and “marketed,” researchers hope to gain a deeper understanding of the values and ideologies that shape our literary landscape. The University of Lausanne’s commitment to fostering this kind of interdisciplinary research underscores its position as a leading center for humanities scholarship.
Following the conclusion of the colloquium on April 17th, the synthesized findings and overall assessment of the two-day event will be made available to attendees and the wider academic community. Those interested in learning more about the event or accessing the proceedings are encouraged to consult the University of Lausanne’s news page for updates: https://www.unil.ch/news/en/1751894144383.
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