When translating titles of literary works, very often publishers, or even translators, change the translation slightly, they do not follow the translation very strictly from a commercial point of view: sometimes when the titles are changed slightly the work might sell better in the target language. An example of this is to be found in the treatment of the word "Flanders" ("Vlaanderen") in German translations of Flemish works. German translators of Flemish authors often add the word "Flanders" to the title. The author examines examples of the practice and tries to find out what causes this positive connotation of. Finally, the author examines how this has helped to sell Flemish translations in Middle- and Eastern Europe.