How Bronze Age Arabian traders invented ‘brand value'

The concept of brand recognition may be a modern invention, but research indicates its significance can be traced back to the Bronze Age. Archaeologists have discovered painted pottery dubbed Midianite, found in an oasis in Saudi Arabia, which demonstrates a level of distinctiveness, appeal, and desirability that warrants recognition as a brand.

The team, led by Marta Luciani from the University of Vienna, analyzed a large number of vessels from the site of Qurayyah, which not only provided crucial insights into Bronze Age trade but also debunked previous misconceptions about the pottery's origin. The pottery was painted red and black and featured a rich array of motifs, including geometrical patterns, animals, and humans engaged in funeral rituals.

These items were not only cherished in their place of origin but also exported to distant locations such as the Southern Levant, Timna sanctuary of Hathor, and North Arabia. The pottery's production and circulation indicate a level of centralised production, export circulation, and cultural reputation, all of which are characteristic of successful branding.

The pottery tradition in Qurayyah continued for another thousand years, even after the final Iron Age. The researchers, which included members from MIT, Harvard, OeAI/OeAW, TU Wien, and the University of Sydney, published their findings in the journal PLOS One. The study provides evidence that even in arid environments like desert oases, local communities were capable of engaging in wider networks of technological know-how, sharing innovations with neighboring regions.

The implications of this study extend beyond archaeology, touching on fields such as economic mechanisms in producer-consumer relationships.