Prehistories of Commodity Branding

@article{Wengrow2008PrehistoriesOC,
  title={Prehistories of Commodity Branding},
  author={David Wengrow},
  journal={Current Anthropology},
  year={2008},
  volume={49},
  pages={7 - 34}
}
  • David Wengrow
  • Published 1 February 2008
  • Economics
  • Current Anthropology
Commodity branding has been characterized as the distinguishing cultural move of late capitalism and is widely viewed as a historically distinctive feature of the modern global economy. The brand’s rise to prominence following the Industrial Revolution and the attendant shift of corporate enterprise towards the dissemination of image‐based products have been further cited as contributing to the erosion of older forms of identity such as those based on kinship and class. However, comparisons… 
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