Cleopatra's Cosmetics And Hammurabi's Heineken: Name Brands Far Predating Modern Capitalism

From at least Bass Ale's red triangle--advertised as "the first registered trademark"--commodity brands have exerted a powerful hold over modern Western society. Marketers and critics alike have assumed that branding began in the West with the Industrial Revolution. But a pioneering new study in the February 2008 issue of Current Anthropology finds that attachment to brands far predates modern capitalism, and indeed modern Western society.

In "Prehistories of Commodity Branding," author David Wengrow challenges the widespread assumption that branding did not become an important force in social and economic life until the Industrial Revolution. Wengrow presents compelling evidence that labels on ancient containers, which have long been assumed to be simple identifiers, as well as practices surrounding the production and distribution of commodities, actually functioned as branding strategies. Furthermore, these strategies have deep cultural origins and cognitive foundations, beginning in the civilizations of Egypt and Iraq thousands of years ago.