The author as a brand or the hardship of fame: the Rowling case

Abstract

The importance of an author's brand image is studied, and the importance it has for its visibility. The case of JK Rowling is analyzed as an example of migration from its original niche, children's and youth literature, to adult literature, studying visibility indicators such as editions of his work, presence in the best-selling lists, web presence, and appearance in national and international databases. The viability of leaving the market niche protected by consolidated editorial and communication structures is discussed, as well as the anonymity file.