Brand Confusion in Fairy-Tale Land

Hans Christian Andersen as a Biographical Figure in Interna¬tional Popular Culture

Abstract

Hans Christian Andersen is no longer merely a writer but an internationally utilized biographical figure, a brand, and a canonized symbol in popular culture. This article examines how Andersen is employed in commercial contexts and global reinterpretations of his works, where he serves as both a mark of quality and a source of inspiration. Through examples of reinterpretations, adaptations, and branding, the article discusses how he has become a flexible figure, adapted to shifting cultural, ideological, and commercial demands. At the same time, it analyses the historical development of biographical readings of Andersen, from the 19th-century portrayal of him as a romantic, naïve artist to today’s more fragmented and strategic uses of his name and persona. The article argues that Andersen now functions as an assemblage of meanings, where fidelity to his texts often yields to popular cultural and market-driven concerns, yet his status as a literary icon remains intact.