Commodity branding did not emerge with contemporary global capitalism. In fact, the authors of this volume show that the cultural history of branding stretches back to the beginnings of urban life in the ancient Near East and Egypt, and can be found in various permutations in places as diverse as the Bronze Age Mediterranean and Early Modern Europe. What the contributions in this volume also vividly document, both in past social contexts and recent ones as diverse as the kingdoms of Cameroon, Socialist Hungary or online eBay auctions, is the need to understand branded commodities as part of a broader continuum with techniques of gift-giving, ritual, and sacrifice. Bringing together the work of cultural anthropologists and archaeologists, this volume obliges specialists in marketing and economics to reassess the relationship between branding and capitalism, as well as adding an important new concept to the work of economic anthropologists and archaeologists.
About the Author
Andrew Bevan is a lecturer at the Institute of Archaeology, University College London. He has active research interests in the social construction of value across widely ranging time periods and cultural contexts, with a particular focus on early societies in the Middle East and Mediterranean. He is author or Stone Vessels and Values in the Bronze Age Mediterranean (Cambridge, 2007).
David Wengrow is a lecturer at the Institute of Archaeology, University College London. He has active research interests in the social construction of value across widely ranging time periods and cultural contexts, with a particular focus on early societies in the Middle East and Mediterranean. Wengrow is the author of Prehistories of Commodity Branding in the journal Current Anthropology, from which the papers in this book were developed. He is also author of The Archaeology of Early Egypt: Social Transformations in North-East Africa (Cambridge, 2006).
