Cultures of Commodity Branding

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.

Autorentext

Edited by Bevan, Andrew; Wengrow, David

Inhalt

Chapter 1 Introduction, David Wengrow; Chapter 2 Making and Marking Relationships, Andrew Bevan; Chapter 3 The Work of an Istanbulite Imitasyoncu, Magdalena Cr?ciun; Chapter 4 The Attribution of Authenticity to "Real" and "Fake" Branded Commodities, Rosana Pinheiro-Machado; Chapter 5 The Real One, Ferenc Hammer; Chapter 6 Royal Branding and the Techniques of the Body, the Self, and Power in West Cameroon, Jean-Pierre Warmer; Chapter 7 Commodities, Brands, and Village Economies in the Classic Maya Lowlands, Jason Yaeger; Chapter 8 Lincoln Green and Real Dutch Java Prints, Gracia Clark; Chapter 9 Of Marks, Prints, Pots, and Becherovka, Marcos Martinón-Torres; Chapter 10 The Second-Hand Brand, Alison J. Clarke;