Damien Hirst, whose work Virgin Mother III is pictured here, has learned the lessons of personal branding. Suzanne Gerber

Survive in the art world: market the brand, sell the product

Artists such as Andy Warhol, Salvador Dali, and more recently Damien Hirst and Jeff Koons, are regularly held up as masters of self-marketing and as global artist brands. Koons, for example, is feted on…

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