New study finds that branding is older than previously thought

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.

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<p><a href="http://www.physorg.com/news122212102.html">New study finds that branding is older than previously thought</a></p> <p>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 <i>Current Anthropology</i> finds that attachment to brands far predates modern capitalism, and indeed modern Western society.</p>