Author(s): Yudum GÜNDÜZ

This study aims to reveal the concept of ‘branding’ which is used as a symbolic source in the formation and maintenance of identity and self in the postmodern process by examining the example of Tracey Emin, an artist who has succeeded to become one of the richest artists in the world and has proved its commercial success in the art market. The artwork of the artist called ‘My Bed’ deciphering the privacy of the artist has been sold to 2.2 million sterlings and has had a huge impact on the art market. This study includes the circulation of Emin’s artwork and how work is positioned in the art market network and also involves a study of how market-setting influences the artist’s branding procress and convinces the buyer/viewer on the price and value of the work.


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