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The international recognition of Romanian literature faces a double challenge: first, the limited circulation of the Romanian language; second, the small number of translations and the non-systematic branding that this literature has enjoyed so far. This article discusses (1) the meanings of “branding”; (2) the ways in which the nationalist imp keeps hindering the branding of Romanian literature abroad, and highlights the historical and contemporary shortcomings of the branding of Romanian literary texts and authors; and (3) the current state-of-affairs, followed by a scenario for future action. The last section suggests ways of improving this branding by piggybacking on the international success of Romanian cinema and on a few award-winning Romanian writers, but especially by attempting to help create a class of professional middle-persons (cultural managers, literary agents and advertising professionals) who would systematically promote Romanian literature. The international recognition of Romanian literature faces a double challenge: first, the limited circulation of the Romanian language; second, the small number of translations and the non-systematic branding that this literature has enjoyed so far. This article discusses (1) the meanings of “branding”; (2) the ways in which the nationalist imp keeps hindering the branding of Romanian literature abroad, and highlights the historical and contemporary shortcomings of the branding of Romanian literary texts and authors; and (3) the current state-of-affairs, followed by a scenario for future action. The last section suggests ways of improving this branding by piggybacking on the international success of Romanian cinema and on a few award-winning Romanian writers, but especially by attempting to help create a class of professional middle-persons (cultural managers, literary agents and advertising professionals) who would systematically promote Romanian literature.
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