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Utilizing marketing theory on iconic brands, this article provides a focused study of surviving English editions of Thomas More's Utopia (1551) and the different ways in which the publication was adapted by its print agents, who eventually turned it into an iconic, English brand-name. By drawing a connection between the popularity and versatility of More’s text and the rapidly developing genre of utopian fiction, this article sheds light on the speed with which the press both reacted to and played a role in creating popular taste.


This is the author's version of an article originally published in Appositions: Studies in Renaissance / Early Modern Literature & Culture, available at



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