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190-415: The practice of branding—in the original literal sense of marking by burning—is thought to have begun with the ancient Egyptians , who are known to have engaged in livestock branding and branded slaves as early as 2,700 BCE. Branding was used to differentiate one person's cattle from another's by means of a distinctive symbol burned into the animal's skin with a hot branding iron . If a person stole any of

380-639: A ceramic glaze known as faience , which was used well into the Roman Period to decorate cups, amulets, and figurines. During the last predynastic phase, the Naqada culture began using written symbols that eventually were developed into a full system of hieroglyphs for writing the ancient Egyptian language. The Early Dynastic Period was approximately contemporary to the early Sumerian - Akkadian civilization of Mesopotamia and of ancient Elam . The third-century   BC Egyptian priest Manetho grouped

570-469: A corvée system. Artists and craftsmen were of higher status than farmers, but they were also under state control, working in the shops attached to the temples and paid directly from the state treasury. Scribes and officials formed the upper class in ancient Egypt, known as the "white kilt class" in reference to the bleached linen garments that served as a mark of their rank. The upper class prominently displayed their social status in art and literature. Below

760-417: A nomarch , who was accountable to the vizier for his jurisdiction. The temples formed the backbone of the economy. Not only were they places of worship , but were also responsible for collecting and storing the kingdom's wealth in a system of granaries and treasuries administered by overseers , who redistributed grain and goods. Much of the economy was centrally organized and strictly controlled. Although

950-437: A target audience . Marketers tend to treat brands as more than the difference between the actual cost of a product and its selling price; rather brands represent the sum of all valuable qualities of a product to the consumer and are often treated as the total investment in brand building activities including marketing communications. Consumers may look on branding as an aspect of products or services, as it often serves to denote

1140-466: A titulus pictus . The inscription typically specified information such as place of origin, destination, type of product and occasionally quality claims or the name of the manufacturer. Roman marks or inscriptions were applied to a very wide variety of goods, including, pots, ceramics, amphorae (storage/shipping containers) and on factory-produced oil-lamps. Carbonized loaves of bread , found at Herculaneum , indicate that some bakers stamped their bread with

1330-444: A balanced relationship between people and animals was an essential element of the cosmic order; thus humans, animals and plants were believed to be members of a single whole. Animals, both domesticated and wild , were therefore a critical source of spirituality, companionship, and sustenance to the ancient Egyptians. Cattle were the most important livestock; the administration collected taxes on livestock in regular censuses , and

1520-500: A brand can ensure that it is utilizing the best communication channel is by focusing on touchpoints that suit particular areas associated with customer experience . As suggested Figure 2, certain touch points link with a specific stage in customer-brand-involvement. For example, a brand may recognize that advertising touchpoints are most effective during the pre-purchase experience stage therefore they may target their advertisements to new customers rather than to existing customers. Overall,

1710-415: A brand has the ability to strengthen brand equity by using IMC branding communications through touchpoints. Brand communication is important in ensuring brand success in the business world and refers to how businesses transmit their brand messages, characteristics and attributes to their consumers . One method of brand communication that companies can exploit involves electronic word-of-mouth (eWOM). eWOM

1900-399: A brand may showcase its primary attribute as environmental friendliness. However, a brand's attributes alone are not enough to persuade a customer into purchasing the product. These attributes must be communicated through benefits , which are more emotional translations. If a brand's attribute is being environmentally friendly, customers will receive the benefit of feeling that they are helping

2090-402: A brand name is a "memory heuristic": a convenient way to remember preferred product choices. A brand name is not to be confused with a trademark which refers to the brand name or part of a brand that is legally protected. For example, Coca-Cola not only protects the brand name, Coca-Cola , but also protects the distinctive Spencerian script and the contoured shape of the bottle. Brand identity

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2280-461: A brand with consumers. For example, a jingle or background music can have a positive effect on brand recognition, purchasing behaviour and brand recall. Therefore, when looking to communicate a brand with chosen consumers, companies should investigate a channel of communication that is most suitable for their short-term and long-term aims and should choose a method of communication that is most likely to reach their target consumers. The match-up between

2470-428: A brand's IMC should cohesively deliver positive messages through appropriate touch points associated with its target market. One methodology involves using sensory stimuli touch points to activate customer emotion. For example, if a brand consistently uses a pleasant smell as a primary touchpoint, the brand has a much higher chance of creating a positive lasting effect on its customers' senses as well as memory. Another way

2660-478: A brand, the more they trusted the brand. This suggests that a company could look to employ a social-media campaign to gain consumer trust and loyalty as well as in the pursuit of communicating brand messages. McKee (2014) also looked into brand communication and states that when communicating a brand, a company should look to simplify its message as this will lead to more value being portrayed as well as an increased chance of target consumers recalling and recognizing

2850-633: A breakage site in Rome, Testaccio , close to the Tiber , the fragments, later wetted with calcium hydroxide (calce viva), remained to create a hill now named Monte Testaccio , 45 m (148 ft) high and more than 1 kilometre in circumference. Amphora is a Greco-Roman word developed in ancient Greek during the Bronze Age . The Romans acquired it during the Hellenization that occurred in

3040-607: A brief but spirited resurgence in the economy and culture, but in 525   BC, the Persian Empire, led by Cambyses II , began its conquest of Egypt, eventually defeating the pharaoh Psamtik III at the Battle of Pelusium . Cambyses II then assumed the formal title of pharaoh, but ruled Egypt from Iran, leaving Egypt under the control of a satrap . A few revolts against the Persians marked the 5th century   BC, but Egypt

3230-515: A broad range of goods. In 1266, makers' marks on bread became compulsory in England. The Italians used brands in the form of watermarks on paper in the 13th century. Blind stamps , hallmarks , and silver-makers' marks —all types of brand—became widely used across Europe during this period. Hallmarks, although known from the 4th-century, especially in Byzantium, only came into general use during

3420-412: A category is differentiated from its competing brands, and thus the brand helps customers & potential customers understand which brand satisfies their needs. Thus, the brand offers the customer a short-cut to understanding the different product or service offerings that make up a particular category. Brand awareness is a key step in the customer's purchase decision process, since some kind of awareness

3610-417: A certain attractive quality or characteristic (see also brand promise). From the perspective of brand owners, branded products or services can command higher prices. Where two products resemble each other, but one of the products has no associated branding (such as a generic , store-branded product), potential purchasers may often select the more expensive branded product on the basis of the perceived quality of

3800-438: A characteristic red fabric. It was very heavy, although also strong. Around the middle of the 1st century BC the so-called Dressel 2-4 starts to become widely used. This type of amphora presented some advantages in being lighter and with thinner walls. It has been calculated that while a ship could accommodate approximately 4500 Dressel 1, it was possible to fit 6000 Dressel 2–4 in the same space. Dressel 2-4 were often produced in

3990-710: A confident, eloquent style. The relief and portrait sculpture of the period captured subtle, individual details that reached new heights of technical sophistication. The last great ruler of the Middle Kingdom, Amenemhat III , allowed Semitic -speaking Canaanite settlers from the Near East into the Delta region to provide a sufficient labor force for his especially active mining and building campaigns. These ambitious building and mining activities, however, combined with severe Nile floods later in his reign, strained

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4180-542: A cornerstone in the history of human civilization. Nomadic modern human hunter-gatherers began living in the Nile valley through the end of the Middle Pleistocene some 120,000 years ago. By the late Paleolithic period, the arid climate of Northern Africa had become increasingly hot and dry, forcing the populations of the area to concentrate along the river region. In Predynastic and Early Dynastic times,

4370-1017: A corporation hopes to accomplish, and to explain why customers should choose one brand over its competitors. Brand personality refers to "the set of human personality traits that are both applicable to and relevant for brands." Marketers and consumer researchers often argue that brands can be imbued with human-like characteristics which resonate with potential consumers. Such personality traits can assist marketers to create unique, brands that are differentiated from rival brands. Aaker conceptualized brand personality as consisting of five broad dimensions, namely: sincerity (down-to-earth, honest, wholesome, and cheerful), excitement (daring, spirited, imaginative, and up to date), competence (reliable, intelligent, and successful), sophistication (glamorous, upper class, charming), and ruggedness (outdoorsy and tough). Subsequent research studies have suggested that Aaker's dimensions of brand personality are relatively stable across different industries, market segments and over time. Much of

4560-470: A different stage in a customer's cognitive ability to address the brand in a given circumstance. Marketers typically identify two distinct types of brand awareness; namely brand recall (also known as unaided recall or occasionally spontaneous recall ) and brand recognition (also known as aided brand recall ). These types of awareness operate in entirely different ways with important implications for marketing strategy and advertising. Brand recognition

4750-512: A fancy shape for high-quality decorative ceramics, and continued to be produced there long after they had ceased to be used further west. Besides coarse amphorae used for storage and transport, the vast majority, high-quality painted amphorae were produced in Ancient Greece in significant numbers for a variety of social and ceremonial purposes. Their design differs vastly from the more functional versions; they are typified by wide mouth and

4940-456: A fundamental asset to a brand's equity , the worth of a brand's identity would become obsolete without ongoing brand communication. Integrated marketing communications (IMC) relates to how a brand transmits a clear consistent message to its stakeholders . Five key components comprise IMC: The effectiveness of a brand's communication is determined by how accurately the customer perceives the brand's intended message through its IMC. Although IMC

5130-697: A general analysis of the Western Mediterranean types see Panella, and Peacock and Williams. Ceramics of shapes and uses falling within the range of amphorae, with or without handles, are of prehistoric heritage across Eurasia, from the Caucasus to China. Amphorae dated to approximately 4800 BC have been found in Banpo , a Neolithic site of the Yangshao culture in China . Amphorae first appeared on

5320-461: A given category, when prompted with a brand name, a larger number of consumers are typically able to recognize it. Brand recognition is most successful when people can elicit recognition without being explicitly exposed to the company's name, but rather through visual signifiers like logos, slogans, and colors. For example, Disney successfully branded its particular script font (originally created for Walt Disney's "signature" logo ), which it used in

5510-576: A large-scale building campaign to promote the god Amun , whose growing cult was based in Karnak . They also constructed monuments to glorify their own achievements, both real and imagined. The Karnak temple is the largest Egyptian temple ever built. Around 1350   BC, the stability of the New Kingdom was threatened when Amenhotep IV ascended the throne and instituted a series of radical and chaotic reforms. Changing his name to Akhenaten , he touted

5700-505: A low-involvement purchasing decision. Brand recognition is often the mode of brand awareness that operates in retail shopping environments. When presented with a product at the point-of-sale, or after viewing its visual packaging, consumers are able to recognize the brand and may be able to associate it with attributes or meanings acquired through exposure to promotion or word-of-mouth referrals. In contrast to brand recall, where few consumers are able to spontaneously recall brand names within

5890-424: A message travels from the sender to the receiver. Any point where a customer has an interaction with the brand - whether watching a television advertisement, hearing about a brand through word of mouth or even noticing a branded license plate – defines a touchpoint. According to Dahlen et al. (2010), every touchpoint has the "…potential to add positive – or suppress negative – associations to the brand's equity" Thus,

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6080-417: A neck amphora, the handles are attached to the neck, which is separated from the belly by an angular carination. There are two main types of neck amphorae: There are also some rarer special types of neck amphora, distinguished by specific features, for example: In contrast to the neck amphora, a belly amphora does not have a distinguished neck; instead, the belly reaches the mouth in a continuous curve. After

6270-576: A period of economic and cultural renaissance known as the Middle Kingdom . The kings of the Middle Kingdom restored the country's stability and prosperity, thereby stimulating a resurgence of art, literature, and monumental building projects. Mentuhotep II and his Eleventh Dynasty successors ruled from Thebes, but the vizier Amenemhat I , upon assuming the kingship at the beginning of the Twelfth Dynasty around 1985   BC, shifted

6460-508: A piece of papyrus or an ostracon . A combination of favorable geographical features contributed to the success of ancient Egyptian culture, the most important of which was the rich fertile soil resulting from annual inundations of the Nile River. The ancient Egyptians were thus able to produce an abundance of food, allowing the population to devote more time and resources to cultural, technological, and artistic pursuits. Land management

6650-689: A queen who established herself as pharaoh, launched many building projects, including the restoration of temples damaged by the Hyksos, and sent trading expeditions to Punt and the Sinai. When Tuthmosis III died in 1425   BC, Egypt had an empire extending from Niya in north west Syria to the Fourth Cataract of the Nile in Nubia , cementing loyalties and opening access to critical imports such as bronze and wood . The New Kingdom pharaohs began

6840-479: A ring base, with a glazed surface and decorated with figures or geometric shapes. They normally have a firm base on which they can stand. Panathenaic amphorae were used as prizes in the Panathenaic Festivals held between the 6th century BC to the 2nd century BC, filled with olive oil from a sacred grove. Surviving examples bear the inscription "I am one of the prizes from Athens", and usually depict

7030-608: A rival dynasty in the delta arose in Leontopolis , and Kushites threatened from the south. Around 727   BC the Kushite king Piye invaded northward, seizing control of Thebes and eventually the Delta, which established the 25th Dynasty . During the 25th Dynasty, Pharaoh Taharqa created an empire nearly as large as the New Kingdom 's. Twenty-fifth Dynasty pharaohs built, or restored, temples and monuments throughout

7220-407: A rope harness, the amphora has two expansive handles joining the shoulder of the body and a long neck. The necks of pithoi are wide for scooping or bucket access. The necks of amphorae are narrow for pouring by a person holding it by the bottom and a handle. Some variants exist. The handles might not be present. The size may require two or three handlers to lift. For the most part, however, an amphora

7410-662: A series of vassals who became known as the Saite kings of the Twenty-Sixth Dynasty . By 653   BC, the Saite king Psamtik I was able to oust the Assyrians with the help of Greek mercenaries, who were recruited to form Egypt's first navy . Greek influence expanded greatly as the city-state of Naucratis became the home of Greeks in the Nile Delta. The Saite kings based in the new capital of Sais witnessed

7600-413: A trademark from the late 1870s, with great success. Pears' soap , Campbell's soup , Coca-Cola , Juicy Fruit chewing gum and Aunt Jemima pancake mix were also among the first products to be "branded" in an effort to increase the consumer's familiarity with the product's merits. Other brands which date from that era, such as Ben's Original rice and Kellogg's breakfast cereal, furnish illustrations of

7790-406: A trademark in the form of a 'White Rabbit", which signified good luck and was particularly relevant to women, who were the primary purchasers. Details in the image show a white rabbit crushing herbs, and text includes advice to shoppers to look for the stone white rabbit in front of the maker's shop. In ancient Rome , a commercial brand or inscription applied to objects offered for sale was known as

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7980-507: A visual or verbal cue. For example, when looking to satisfy a category need such as a toilet paper, the customer would firstly be presented with multiple brands to choose from. Once the customer is visually or verbally faced with a brand, they may remember being introduced to it before. When given a cue, consumers able to retrieve the memory node associated with the brand exhibit brand recognition. Often, this form of brand awareness assists customers in choosing one brand over another when faced with

8170-410: Is a brand's personality . Quite literally, one can easily describe a successful brand identity as if it were a person. This form of brand identity has proven to be the most advantageous in maintaining long-lasting relationships with consumers, as it gives them a sense of personal interaction with the brand Collectively, all four forms of brand identification help to deliver a powerful meaning behind what

8360-409: Is a broad strategic concept, the most crucial brand communication elements are pinpointed to how the brand sends a message and what touch points the brand uses to connect with its customers [Chitty 2005]. One can analyze the traditional communication model into several consecutive steps: When a brand communicates a brand identity to a receiver, it runs the risk of the receiver incorrectly interpreting

8550-417: Is a collection of individual components, such as a name, a design, a set of images, a slogan, a vision, writing style, a particular font or a symbol etc. which sets the brand aside from others. For a company to exude a strong sense of brand identity, it must have an in-depth understanding of its target market, competitors and the surrounding business environment. Brand identity includes both the core identity and

8740-429: Is a management technique that ascribes a monetary value to a brand. The word brand , originally meaning a burning piece of wood, comes from a Middle English brand , meaning "torch", from an Old English brand . It became to also mean the mark from burning with a branding iron. Branding and labeling have an ancient history. Branding probably began with the practice of branding livestock to deter theft. Images of

8930-466: Is a precondition to purchasing. That is, customers will not consider a brand if they are not aware of it. Brand awareness is a key component in understanding the effectiveness both of a brand's identity and of its communication methods. Successful brands are those that consistently generate a high level of brand awareness, as this can be the pivotal factor in securing customer transactions. Various forms of brand awareness can be identified. Each form reflects

9120-408: Is a relatively new approach [Phelps et al., 2004] identified to communicate with consumers. One popular method of eWOM involves social networking sites (SNSs) such as Twitter . A study found that consumers classed their relationship with a brand as closer if that brand was active on a specific social media site (Twitter). Research further found that the more consumers "retweeted" and communicated with

9310-611: Is a type of container with a pointed bottom and characteristic shape and size which fit tightly (and therefore safely) against each other in storage rooms and packages, tied together with rope and delivered by land or sea. The size and shape have been determined from at least as early as the Neolithic Period. Amphorae were used in vast numbers for the transport and storage of various products, both liquid and dry, but mostly for wine. They are most often ceramic , but examples in metals and other materials have been found. Versions of

9500-437: Is among a few remaining forms of product differentiation . Brand equity is the measurable totality of a brand's worth and is validated by observing the effectiveness of these branding components. When a customer is familiar with a brand or favors it incomparably over its competitors, a corporation has reached a high level of brand equity. Brand owners manage their brands carefully to create shareholder value . Brand valuation

9690-410: Is based primarily on the study of modern amphora production in some areas of the eastern Mediterranean. Amphorae often were marked with a variety of stamps, sgraffito , and inscriptions. They provided information on the production, content, and subsequent marketing. A stamp usually was applied to the amphora at a partially dry stage. It indicates the name of the figlina (workshop) and/or the name of

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9880-441: Is one of the initial phases of brand awareness and validates whether or not a customer remembers being pre-exposed to the brand. Brand recognition (also known as aided brand recall ) refers to consumers' ability to correctly differentiate a brand when they come into contact with it. This does not necessarily require consumers to identify or recall the brand name. When customers experience brand recognition, they are triggered by either

10070-405: Is stronger than brand recognition, as the brand must be firmly cemented in the consumer's memory to enable unassisted remembrance. This gives the company huge advantage over its competitors because the customer is already willing to buy or at least know the company offering available in the market. Thus, brand recall is a confirmation that previous branding touchpoints have successfully fermented in

10260-560: Is the herbal paste known as chyawanprash , consumed for its purported health benefits and attributed to a revered rishi (or seer) named Chyawan. One well-documented early example of a highly developed brand is that of White Rabbit sewing needles, dating from China's Song dynasty (960 to 1127 CE). A copper printing plate used to print posters contained a message which roughly translates as: "Jinan Liu's Fine Needle Shop: We buy high-quality steel rods and make fine-quality needles, to be ready for use at home in no time." The plate also includes

10450-583: The Amarna Period . Around 1279   BC, Ramesses II , also known as Ramesses the Great, ascended the throne, and went on to build more temples, erect more statues and obelisks, and sire more children than any other pharaoh in history. A bold military leader, Ramesses II led his army against the Hittites in the Battle of Kadesh (in modern Syria ) and, after fighting to a stalemate, finally agreed to

10640-508: The Egyptian climate was much less arid than it is today . Large regions of Egypt were covered in treed savanna and traversed by herds of grazing ungulates . Foliage and fauna were far more prolific in all environs, and the Nile region supported large populations of waterfowl . Hunting would have been common for Egyptians, and this is also the period when many animals were first domesticated . By about 5500 BC , small tribes living in

10830-501: The Great Kenbet , over which the vizier or pharaoh presided. Plaintiffs and defendants were expected to represent themselves and were required to swear an oath that they had told the truth. In some cases, the state took on both the role of prosecutor and judge, and it could torture the accused with beatings to obtain a confession and the names of any co-conspirators. Whether the charges were trivial or serious, court scribes documented

11020-529: The Linear B Bronze Age records of Knossos , 𐀀𐀡𐀩𐀸 , a-po-re-we , at Mycenae, and the fragmentary ]-re-we at Pylos, designated by Ideogram 209 𐃨 , Bennett's AMPHORA, which has a number of scribal variants. The two spellings are transcriptions of amphiphorēwes (plural) and amphorēwe (dual) in Mycenaean Greek from which it may be seen that the short form prevailed on the mainland. Homer uses

11210-613: The Macedonians under Alexander the Great . The Greek Ptolemaic Kingdom , formed in the aftermath of Alexander's death, ruled until 30   BC, when, under Cleopatra , it fell to the Roman Empire and became a Roman province . Egypt remained under Roman control until 642 AD, when it was conquered by the Rashidun Caliphate . The success of ancient Egyptian civilization came partly from its ability to adapt to

11400-971: The Mouseion . The Lighthouse of Alexandria lit the way for the many ships that kept trade flowing through the city—as the Ptolemies made commerce and revenue-generating enterprises, such as papyrus manufacturing, their top priority. Hellenistic culture did not supplant native Egyptian culture, as the Ptolemies supported time-honored traditions in an effort to secure the loyalty of the populace. They built new temples in Egyptian style, supported traditional cults, and portrayed themselves as pharaohs. Some traditions merged, as Greek and Egyptian gods were syncretized into composite deities, such as Serapis , and classical Greek forms of sculpture influenced traditional Egyptian motifs. Despite their efforts to appease

11590-496: The Near East . The New Kingdom pharaohs established a period of unprecedented prosperity by securing their borders and strengthening diplomatic ties with their neighbours, including the Mitanni Empire, Assyria , and Canaan . Military campaigns waged under Tuthmosis I and his grandson Tuthmosis III extended the influence of the pharaohs to the largest empire Egypt had ever seen. Between their reigns, Hatshepsut ,

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11780-772: The New Kingdom of the Late Bronze Age . Ancient Egypt reached the pinnacle of its power during the New Kingdom, ruling much of Nubia and a sizable portion of the Levant . After this period, it entered an era of slow decline. During the course of its history, ancient Egypt was invaded or conquered by a number of foreign powers, including the Hyksos , the Nubians , the Assyrians , the Achaemenid Persians , and

11970-584: The Nile . They also traded with Nubia to the south, the oases of the western desert to the west, and the cultures of the eastern Mediterranean and Near East to the east. The Naqada culture manufactured a diverse selection of material goods, reflective of the increasing power and wealth of the elite, as well as societal personal-use items, which included combs, small statuary, painted pottery, high quality decorative stone vases , cosmetic palettes , and jewelry made of gold, lapis, and ivory. They also developed

12160-467: The Nubians to the south of Egypt, but failed to defeat the Hyksos. That task fell to Kamose's successor, Ahmose I , who successfully waged a series of campaigns that permanently eradicated the Hyksos' presence in Egypt. He established a new dynasty and, in the New Kingdom that followed, the military became a central priority for the kings, who sought to expand Egypt's borders and attempted to gain mastery of

12350-606: The Persians and was welcomed by the Egyptians as a deliverer. The administration established by Alexander's successors, the Macedonian Ptolemaic Kingdom , was based on an Egyptian model and based in the new capital city of Alexandria . The city showcased the power and prestige of Hellenistic rule, and became a centre of learning and culture, that included the famous Library of Alexandria as part of

12540-684: The Phoenician coast at approximately 3500 BC. In the Bronze and Iron Ages amphorae spread around the ancient Mediterranean world, being used by the ancient Greeks and Romans as the principal means for transporting and storing grapes , olive oil , wine , oil , olives , grain , fish , and other commodities . They were produced on an industrial scale until approximately the 7th century AD. Wooden and skin containers seem to have supplanted amphorae thereafter. They influenced Chinese ceramics and other East Asian ceramic cultures, especially as

12730-782: The Qin dynasty (221-206 BCE); large numbers of seals survive from the Harappan civilization of the Indus Valley (3,300–1,300 BCE) where the local community depended heavily on trade; cylinder seals came into use in Ur in Mesopotamia in around 3,000 BCE, and facilitated the labelling of goods and property; and the use of maker's marks on pottery was commonplace in both ancient Greece and Rome. Identity marks, such as stamps on ceramics, were also used in ancient Egypt. Diana Twede has argued that

12920-682: The Roman Republic . Cato is the first known literary person to use it. The Romans turned the Greek form into a standard -a declension noun, amphora , pl. amphorae . Undoubtedly, the word and the vase were introduced to Italy through the Greek settlements there, which traded extensively in Greek pottery. It is remarkable that even though the Etruscans imported, manufactured, and exported amphorae extensively in their wine industry, and other Greek vase names were Etruscanized, no Etruscan form of

13110-619: The Thirtieth , proved to be the last native royal house of ancient Egypt, ending with the kingship of Nectanebo II . A brief restoration of Persian rule, sometimes known as the Thirty-First Dynasty , began in 343   BC, but shortly after, in 332   BC, the Persian ruler Mazaces handed Egypt over to Alexander the Great without a fight. In 332   BC, Alexander the Great conquered Egypt with little resistance from

13300-549: The Wadi Natrun for mummification , which also provided the gypsum needed to make plaster. Ore-bearing rock formations were found in distant, inhospitable wadis in the Eastern Desert and the Sinai, requiring large, state-controlled expeditions to obtain natural resources found there. There were extensive gold mines in Nubia , and one of the first maps known is of a gold mine in this region. The Wadi Hammamat

13490-451: The chaff from the grain, and the grain was then ground into flour, brewed to make beer, or stored for later use. The ancient Egyptians cultivated emmer and barley , and several other cereal grains, all of which were used to make the two main food staples of bread and beer. Flax plants, uprooted before they started flowering, were grown for the fibers of their stems. These fibers were split along their length and spun into thread, which

13680-581: The composite bow and the horse-drawn chariot . After retreating south, the native Theban kings found themselves trapped between the Canaanite Hyksos ruling the north and the Hyksos' Nubian allies, the Kushites , to the south. After years of vassalage, Thebes gathered enough strength to challenge the Hyksos in a conflict that lasted more than 30 years, until 1555   BC. The kings Seqenenre Tao II and Kamose were ultimately able to defeat

13870-458: The earliest known peace treaty , made with the Hittites . Ancient Egypt has left a lasting legacy. Its art and architecture were widely copied, and its antiquities were carried off to be studied, admired or coveted in the far corners of the world. Its monumental ruins have inspired the imaginations of travelers and writers for millennia. A newfound respect for antiquities and excavations in

14060-523: The vizier and his court for redress. Although slaves were mostly used as indentured servants, they were able to buy and sell their servitude, work their way to freedom or nobility, and were usually treated by doctors in the workplace. Both men and women had the right to own and sell property, make contracts, marry and divorce, receive inheritance, and pursue legal disputes in court. Married couples could own property jointly and protect themselves from divorce by agreeing to marriage contracts, which stipulated

14250-480: The "consumer packaging functions of protection, utility and communication have been necessary whenever packages were the object of transactions". She has shown that amphorae used in Mediterranean trade between 1,500 and 500 BCE exhibited a wide variety of shapes and markings, which consumers used to glean information about the type of goods and the quality. The systematic use of stamped labels dates from around

14440-483: The "cool" factor. This began the modern practice now known as branding , where the consumers buy the brand instead of the product and rely on the brand name instead of a retailer's recommendation. The process of giving a brand "human" characteristics represented, at least in part, a response to consumer concerns about mass-produced goods. The Quaker Oats Company began using the image of the Quaker Man in place of

14630-515: The 1st century CE. The use of hallmarks , a type of brand, on precious metals dates to around the 4th century CE. A series of five marks occurs on Byzantine silver dating from this period. Some of the earliest use of maker's marks, dating to about 1,300 BCE, have been found in India. The oldest generic brand in continuous use, known in India since the Vedic period ( c.  1100 BCE to 500 BCE),

14820-406: The 21st century, extends even further into services (such as legal , financial and medical ), political parties and people 's stage names. In the modern era, the concept of branding has expanded to include deployment by a manager of the marketing and communication techniques and tools that help to distinguish a company or products from competitors, aiming to create a lasting impression in

15010-592: The 2nd and the 1st century BC due to the distribution of land to military veterans and the founding of new colonies. Spanish amphorae were widespread in the Mediterranean area during early imperial times. The most common types were all produced in Baetica and among these there were the Dressel 20, a typical olive oil container, the Dressel 7–13, for garum (fish sauce), and the Haltern 70, for defrutum (fruit sauce). In

15200-601: The 6th century BCE. A vase manufactured around 490 BCE bears the inscription " Sophilos painted me", indicating that the object was both fabricated and painted by a single potter. Branding may have been necessary to support the extensive trade in such pots. For example, 3rd-century Gaulish pots bearing the names of well-known potters and the place of manufacture (such as Attianus of Lezoux , Tetturo of Lezoux and Cinnamus of Vichy ) have been found as far away as Essex and Hadrian's Wall in England. English potters based at Colchester and Chichester used stamps on their ceramic wares by

15390-572: The Assyrians. The effects of external threats were exacerbated by internal problems such as corruption, tomb robbery, and civil unrest . After regaining their power, the high priests at the temple of Amun in Thebes accumulated vast tracts of land and wealth, and their expanded power splintered the country during the Third Intermediate Period. Following the death of Ramesses XI in 1078   BC, Smendes assumed authority over

15580-476: The Christian emperor Theodosius introduced legislation that banned pagan rites and closed temples. Alexandria became the scene of great anti-pagan riots with public and private religious imagery destroyed. As a consequence, Egypt's native religious culture was continually in decline. While the native population continued to speak their language , the ability to read hieroglyphic writing slowly disappeared as

15770-435: The Delta, seized control of Egypt and established their capital at Avaris , forcing the former central government to retreat to Thebes . The king was treated as a vassal and expected to pay tribute. The Hyksos ('foreign rulers') retained Egyptian models of government and identified as kings, thereby integrating Egyptian elements into their culture. They and other invaders introduced new tools of warfare into Egypt, most notably

15960-453: The Egyptians, the Ptolemies were challenged by native rebellion, bitter family rivalries, and the powerful mob of Alexandria that formed after the death of Ptolemy IV . In addition, as Rome relied more heavily on imports of grain from Egypt, the Romans took great interest in the political situation in the country. Continued Egyptian revolts, ambitious politicians, and powerful opponents from

16150-504: The Greeks towards the Egyptians, some traditions such as mummification and worship of the traditional gods continued. The art of mummy portraiture flourished, and some Roman emperors had themselves depicted as pharaohs, though not to the extent that the Ptolemies had. The former lived outside Egypt and did not perform the ceremonial functions of Egyptian kingship. Local administration became Roman in style and closed to native Egyptians. From

16340-545: The Late Period, the worship of the gods in their animal form was extremely popular, such as the cat goddess Bastet and the ibis god Thoth , and these animals were kept in large numbers for the purpose of ritual sacrifice. Egypt is rich in building and decorative stone, copper and lead ores, gold, and semiprecious stones. These natural resources allowed the ancient Egyptians to build monuments, sculpt statues, make tools, and fashion jewelry . Embalmers used salts from

16530-452: The Late Period. There is also evidence to suggest that elephants were briefly used in the Late Period but largely abandoned due to lack of grazing land. Cats , dogs, and monkeys were common family pets, while more exotic pets imported from the heart of Africa, such as Sub-Saharan African lions , were reserved for royalty. Herodotus observed that the Egyptians were the only people to keep their animals with them in their houses. During

16720-576: The Maña C1 and C2, later renamed Van der Werff 1, 2, and 3. In the Aegean area the types from the island of Rhodes were quite popular starting from the 3rd century BC due to local wine production which flourished over a long period. These types developed into the Camulodunum 184, an amphora used for the transportation of Rhodian wine all over the empire. Imitations of the Dressel 2-4 were produced on

16910-531: The Medieval period. British silversmiths introduced hallmarks for silver in 1300. Some brands still in existence as of 2018 date from the 17th, 18th, and 19th centuries' period of mass-production. Bass Brewery , the British brewery founded in 1777, became a pioneer in international brand marketing. Many years before 1855, Bass applied a red triangle to casks of its pale ale. In 1876, its red-triangle brand became

17100-525: The Near East made this situation unstable, leading Rome to send forces to secure the country as a province of its empire. Egypt became a province of the Roman Empire in 30   BC, following the defeat of Mark Antony and Ptolemaic Queen Cleopatra VII by Octavian (later Emperor Augustus) in the Battle of Actium . The Romans relied heavily on grain shipments from Egypt, and the Roman army , under

17290-569: The Nile valley had developed into a series of cultures demonstrating firm control of agriculture and animal husbandry , and identifiable by their pottery and personal items, such as combs, bracelets, and beads. The largest of these early cultures in upper (Southern) Egypt was the Badarian culture , which probably originated in the Western Desert ; it was known for its high-quality ceramics, stone tools , and its use of copper. The Badari

17480-474: The Nile valley, including at Memphis, Karnak, Kawa, and Jebel Barkal. During this period, the Nile valley saw the first widespread construction of pyramids (many in modern Sudan) since the Middle Kingdom. Egypt's far-reaching prestige declined considerably toward the end of the Third Intermediate Period. Its foreign allies had fallen under the Assyrian sphere of influence, and by 700   BC war between

17670-582: The Old Kingdom, and provided both honey and wax. The ancient Egyptians used donkeys and oxen as beasts of burden , and they were responsible for plowing the fields and trampling seed into the soil. The slaughter of a fattened ox was also a central part of an offering ritual. Horses were introduced by the Hyksos in the Second Intermediate Period . Camels, although known from the New Kingdom, were not used as beasts of burden until

17860-405: The Old Kingdom. Under the direction of the vizier , state officials collected taxes, coordinated irrigation projects to improve crop yield , drafted peasants to work on construction projects, and established a justice system to maintain peace and order. With the rising importance of central administration in Egypt, a new class of educated scribes and officials arose who were granted estates by

18050-512: The Ruler ", to defend against foreign attack. With the kings having secured the country militarily and politically and with vast agricultural and mineral wealth at their disposal, the nation's population, arts, and religion flourished. In contrast to elitist Old Kingdom attitudes towards the gods, the Middle Kingdom displayed an increase in expressions of personal piety. Middle Kingdom literature featured sophisticated themes and characters written in

18240-723: The Tarraconensis region the Pascual 1 was the most common type, a wine amphora shaped on the Dressel 1, and imitations of Dressel 2–4. North-African production was based on an ancient tradition which may be traced back to the Phoenician colony of Carthage . Phoenician amphorae had characteristic small handles attached directly onto the upper body. This feature becomes the distinctive mark of late-Republican/early imperial productions, which are then called neo-Phoenician. The types produced in Tripolitania and Northern Tunisia are

18430-499: The administration, aside from the royal high priestesses, apparently served only secondary roles in the temples (not much data for many dynasties), and were not so probably to be as educated as men. The head of the legal system was officially the pharaoh, who was responsible for enacting laws, delivering justice, and maintaining law and order, a concept the ancient Egyptians referred to as Ma'at . Although no legal codes from ancient Egypt survive, court documents show that Egyptian law

18620-477: The amphorae were one of many shapes used in Ancient Greek vase painting . The amphora complements a vase, the pithos , which makes available capacities between one-half and two and one-half tons. In contrast, the amphora holds under a half-ton, typically less than 50 kilograms (110 lb). The bodies of the two types have similar shapes. Where the pithos may have multiple small loops or lugs for fastening

18810-557: The ancient Egyptians did not use coinage until the Late period , they did use a type of money-barter system, with standard sacks of grain and the deben , a weight of roughly 91 grams (3 oz) of copper or silver, forming a common denominator. Workers were paid in grain; a simple laborer might earn 5 + 1 ⁄ 2  sacks (200 kg or 400 lb) of grain per month, while a foreman might earn 7 + 1 ⁄ 2  sacks (250 kg or 550 lb). Prices were fixed across

19000-407: The ancient Egyptians include the quarrying , surveying , and construction techniques that supported the building of monumental pyramids , temples , and obelisks ; a system of mathematics , a practical and effective system of medicine , irrigation systems, and agricultural production techniques, the first known planked boats, Egyptian faience and glass technology, new forms of literature , and

19190-474: The atrium, and bearing labels as follows: Scaurus' fish sauce was known by people across the Mediterranean to be of very high quality, and its reputation traveled as far away as modern France. In both Pompeii and nearby Herculaneum, archaeological evidence also points to evidence of branding and labeling in relatively common use across a broad range of goods. Wine jars, for example, were stamped with names, such as "Lassius" and "L. Eumachius"; probably references to

19380-522: The barrels used, effectively using a corporate trademark as a quasi-brand. Factories established following the Industrial Revolution introduced mass-produced goods and needed to sell their products to a wider market—that is, to customers previously familiar only with locally produced goods. It became apparent that a generic package of soap had difficulty competing with familiar, local products. Packaged-goods manufacturers needed to convince

19570-423: The beginnings of brand management. This trend continued to the 1980s, and as of 2018 is quantified by marketers in concepts such as brand value and brand equity . Naomi Klein has described this development as "brand equity mania". In 1988, for example, Philip Morris Companies purchased Kraft Foods Inc. for six times what the company was worth on paper. Business analysts reported that what they really purchased

19760-457: The black-figure technique for centuries after the introduction of red-figure vase painting . Some examples bear the inscription "ΤΩΝ ΑΘΗΝΗΘΕΝ ΑΘΛΩΝ" meaning "[I am one] of the prizes from [the goddess] Athena". They contained the prize of oil from the sacred olive tree of the goddess Athena for the winners of the athletic contests held to honour the goddess, and were evidently kept thereafter, and perhaps used to store wine, before being buried with

19950-400: The brand and is termed the consumer's brand experience . The brand is often intended to create an emotional response and recognition, leading to potential loyalty and repeat purchases. The brand experience is a brand's action perceived by a person. The psychological aspect, sometimes referred to as the brand image , is a symbolic construct created within the minds of people, consisting of all

20140-413: The brand or on the basis of the reputation of the brand owner. Brand awareness involves a customer's ability to recall and/or recognize brands, logos, and branded advertising. Brands help customers to understand which brands or products belong to which product or service category. Brands assist customers to understand the constellation of benefits offered by individual brands, and how a given brand within

20330-509: The brand, he or she is more likely to try other products offered by the company – such as chocolate-chip cookies, for example. Brand development, often performed by a design team , takes time to produce. A brand name is the part of a brand that can be spoken or written and identifies a product, service or company and sets it apart from other comparable products within a category. A brand name may include words, phrases, signs, symbols, designs, or any combination of these elements. For consumers,

20520-453: The brand. In 2012 Riefler stated that if the company communicating a brand is a global organization or has future global aims, that company should look to employ a method of communication that is globally appealing to their consumers, and subsequently choose a method of communication with will be internationally understood. One way a company can do this involves choosing a product or service's brand name, as this name will need to be suitable for

20710-592: The branding of cattle occur in ancient Egyptian tombs dating to around 2,700 BCE. Over time, purchasers realized that the brand provided information about origin as well as about ownership, and could serve as a guide to quality. Branding was adapted by farmers, potters, and traders for use on other types of goods such as pottery and ceramics. Forms of branding or proto-branding emerged spontaneously and independently throughout Africa, Asia and Europe at different times, depending on local conditions. Seals , which acted as quasi-brands, have been found on early Chinese products of

20900-429: The cattle, anyone else who saw the symbol could deduce the actual owner. The term has been extended to mean a strategic personality for a product or company, so that "brand" now suggests the values and promises that a consumer may perceive and buy into. Over time, the practice of branding objects extended to a broader range of packaging and goods offered for sale including oil , wine , cosmetics , and fish sauce and, in

21090-477: The ceramic ateliers in Marseille during late Augustan times. The type Oberaden 74 was produced to such an extent that it influenced the production of some Italic types. Spanish amphorae became particularly popular thanks to a flourishing production phase in late Republican times. The Hispania Baetica and Hispania Tarraconensis regions (south-western and eastern Spain) were the main production areas between

21280-410: The complaint, testimony, and verdict of the case for future reference. Punishment for minor crimes involved either imposition of fines, beatings, facial mutilation, or exile, depending on the severity of the offense. Serious crimes such as murder and tomb robbery were punished by execution, carried out by decapitation, drowning, or impaling the criminal on a stake. Punishment could also be extended to

21470-477: The conditions of the Nile River valley for agriculture . The predictable flooding and controlled irrigation of the fertile valley produced surplus crops, which supported a more dense population, and social development and culture. With resources to spare, the administration sponsored mineral exploitation of the valley and surrounding desert regions, the early development of an independent writing system ,

21660-499: The consumer through branding. Producers began by attaching simple stone seals to products which, over time, gave way to clay seals bearing impressed images, often associated with the producer's personal identity thus giving the product a personality. Not all historians agree that these markings are comparable with modern brands or labels, with some suggesting that the early pictorial brands or simple thumbprints used in pottery should be termed proto-brands while other historians argue that

21850-454: The control of a prefect appointed by the emperor, quelled rebellions, strictly enforced the collection of heavy taxes, and prevented attacks by bandits, which had become a notorious problem during the period. Alexandria became an increasingly important center on the trade route with the orient, as exotic luxuries were in high demand in Rome. Although the Romans had a more hostile attitude than

22040-401: The country and recorded in lists to facilitate trading; for example a shirt cost five copper deben, while a cow cost 140   deben. Grain could be traded for other goods, according to the fixed price list. During the fifth century   BC coined money was introduced into Egypt from abroad. At first the coins were used as standardized pieces of precious metal rather than true money, but in

22230-403: The country's economy. Regional governors could not rely on the king for help in times of crisis, and the ensuing food shortages and political disputes escalated into famines and small-scale civil wars. Yet despite difficult problems, local leaders, owing no tribute to the king, used their new-found independence to establish a thriving culture in the provinces. Once in control of their own resources,

22420-421: The criminal's family. Beginning in the New Kingdom, oracles played a major role in the legal system, dispensing justice in both civil and criminal cases. The procedure was to ask the god a "yes" or "no" question concerning the right or wrong of an issue. The god, carried by a number of priests, rendered judgement by choosing one or the other, moving forward or backward, or pointing to one of the answers written on

22610-572: The early history of ancient Greece, but were gradually replaced by the one-piece type from around the 7th century BC onward. Most were produced with a pointed base to allow upright storage by embedding in soft ground, such as sand. The base facilitated transport by ship, where the amphorae were packed upright or on their sides in as many as five staggered layers. If upright, the bases probably were held by some sort of rack, and ropes passed through their handles to prevent shifting or toppling during rough seas. Heather and reeds might be used as packing around

22800-411: The early modern period by Europeans and Egyptians has led to the scientific investigation of Egyptian civilization and a greater appreciation of its cultural legacy. The Nile has been the lifeline of its region for much of human history. The fertile floodplain of the Nile gave humans the opportunity to develop a settled agricultural economy and a more sophisticated, centralized society that became

22990-572: The economy and precipitated the slow decline into the Second Intermediate Period during the later Thirteenth and Fourteenth dynasties. During this decline, the Canaanite settlers began to assume greater control of the Delta region, eventually coming to power in Egypt as the Hyksos . Around 1785   BC, as the power of the Middle Kingdom kings weakened, a Western Asian people called the Hyksos , who had already settled in

23180-513: The environment by associating with the brand. Aside from attributes and benefits, a brand's identity may also involve branding to focus on representing its core set of values . If a company is seen to symbolize specific values, it will, in turn, attract customers who also believe in these values. For example, Nike's brand represents the value of a " just do it " attitude. Thus, this form of brand identification attracts customers who also share this same value. Even more extensive than its perceived values

23370-636: The exceptional amphora deposit uncovered in Rome in Castro Pretorio at the end of the 1800s, he collected almost 200 inscriptions from amphorae and included them in the Corpus Inscriptionum Latinarum . In his studies of the amphora deposit he was the first to elaborate a classification of types, the so-called "Dressel table", which still is used today for many types. Subsequent studies on Roman amphorae have produced more detailed classifications, which usually are named after

23560-412: The extended identity. The core identity reflects consistent long-term associations with the brand; whereas the extended identity involves the intricate details of the brand that help generate a constant motif. According to Kotler et al. (2009), a brand's identity may deliver four levels of meaning: A brand's attributes are a set of labels with which the corporation wishes to be associated. For example,

23750-424: The fertile delta region, as well as the lucrative and critical trade routes to the Levant . The increasing power and wealth of the kings during the early dynastic period was reflected in their elaborate mastaba tombs and mortuary cult structures at Abydos, which were used to celebrate the deified king after his death. The strong institution of kingship developed by the kings served to legitimize state control over

23940-524: The financial obligations of the husband to his wife and children should the marriage end. Compared with their counterparts in ancient Greece, Rome, and even more modern places around the world, ancient Egyptian women had a greater range of personal choices, legal rights, and opportunities for achievement. Women such as Hatshepsut and Cleopatra VII even became pharaohs, while others wielded power as Divine Wives of Amun . Despite these freedoms, ancient Egyptian women did not often take part in official roles in

24130-613: The first recorded peace treaty , around 1258   BC. Egypt's wealth, however, made it a tempting target for invasion, particularly by the Libyan Berbers to the west, and the Sea Peoples , a conjectured confederation of seafarers from the Aegean Sea . Initially, the military was able to repel these invasions, but Egypt eventually lost control of its remaining territories in southern Canaan , much of it falling to

24320-424: The first registered trademark issued by the British government. Guinness World Records recognizes Tate & Lyle (of Lyle's Golden Syrup ) as Britain's, and the world's, oldest branding and packaging, with its green-and-gold packaging having remained almost unchanged since 1885. Twinings tea has used the same logo – capitalized font beneath a lion crest – since 1787, making it

24510-427: The floodwaters had receded, the growing season lasted from October to February. Farmers plowed and planted seeds in the fields, which were irrigated with ditches and canals. Egypt received little rainfall, so farmers relied on the Nile to water their crops. From March to May, farmers used sickles to harvest their crops, which were then threshed with a flail to separate the straw from the grain. Winnowing removed

24700-417: The following centuries international traders came to rely on coinage. Egyptian society was highly stratified, and social status was expressly displayed. Farmers made up the bulk of the population, but agricultural produce was owned directly by the state, temple, or noble family that owned the land. Farmers were also subject to a labor tax and were required to work on irrigation or construction projects in

24890-641: The fourth century BCE. In largely pre-literate society, the shape of the amphora and its pictorial markings conveyed information about the contents, region of origin and even the identity of the producer, which were understood to convey information about product quality. David Wengrow has argued that branding became necessary following the urban revolution in ancient Mesopotamia in the 4th century BCE, when large-scale economies started mass-producing commodities such as alcoholic drinks, cosmetics and textiles. These ancient societies imposed strict forms of quality-control over commodities, and also needed to convey value to

25080-412: The government, who relied on a bureaucracy of officials to manage his affairs. In charge of the administration was his second in command, the vizier , who acted as the king's representative and coordinated land surveys, the treasury, building projects, the legal system, and the archives . At a regional level, the country was divided into as many as 42 administrative regions called nomes each governed by

25270-434: The information and expectations associated with a product, with a service, or with the companies providing them. Marketers or product managers that responsible for branding, seek to develop or align the expectations behind the brand experience, creating the impression that a brand associated with a product or service has certain qualities or characteristics, which make it special or unique. A brand can, therefore, become one of

25460-412: The island of Cos for the transportation of wine from the 4th century BC until middle imperial times. Cretan containers also were popular for the transportation of wine and can be found around the Mediterranean from Augustan times until the 3rd century AD. During the late empire period, north-African types dominated amphora production. The so-called African I and II types were widely used from the 2nd until

25650-411: The king in payment for their services. Kings also made land grants to their mortuary cults and local temples , to ensure that these institutions had the resources to worship the king after his death. Scholars believe that five centuries of these practices slowly eroded the economic vitality of Egypt, and that the economy could no longer afford to support a large centralized administration. As the power of

25840-593: The kingdom's capital to the city of Itjtawy , located in Faiyum . From Itjtawy, the kings of the Twelfth Dynasty undertook a far-sighted land reclamation and irrigation scheme to increase agricultural output in the region. Moreover, the military reconquered territory in Nubia that was rich in quarries and gold mines, while laborers built a defensive structure in the Eastern Delta, called the " Walls of

26030-528: The kings diminished, regional governors called nomarchs began to challenge the supremacy of the office of king. This, coupled with severe droughts between 2200 and 2150   BC, is believed to have caused the country to enter the 140-year period of famine and strife known as the First Intermediate Period. After Egypt's central government collapsed at the end of the Old Kingdom, the administration could no longer support or stabilize

26220-566: The land, labor, and resources that were essential to the survival and growth of ancient Egyptian civilization. Major advances in architecture, art, and technology were made during the Old Kingdom , fueled by the increased agricultural productivity and resulting population growth, made possible by a well-developed central administration. Some of ancient Egypt's crowning achievements, the Giza pyramids and Great Sphinx , were constructed during

26410-433: The late 4th century AD. Other types from the eastern Mediterranean (Gaza), such as the so-called Late Roman 4, became very popular between the 4th and the 7th century AD, while Italic productions ceased. The largest known wreck of an amphorae cargo ship, carrying 6,000 pots, was discovered off the coast of Kefalonia , an Ionian island off the coast of Greece . Some modern winemakers and brewers use amphorae to provide

26600-428: The literature on branding suggests that consumers prefer brands with personalities that are congruent with their own. Consumers may distinguish the psychological aspect (brand associations like thoughts, feelings, perceptions, images, experiences, beliefs, attitudes, and so on that become linked to the brand) of a brand from the experiential aspect. The experiential aspect consists of the sum of all points of contact with

26790-418: The logo for go.com . Unlike brand recognition, brand recall (also known as unaided brand recall or spontaneous brand recall ) is the ability of the customer retrieving the brand correctly from memory. Rather than being given a choice of multiple brands to satisfy a need, consumers are faced with a need first, and then must recall a brand from their memory to satisfy that need. This level of brand awareness

26980-417: The long form for metrical reasons, and Herodotus has the short form. Ventris and Chadwick's translation is "carried on both sides." Amphorae varied greatly in height. The largest stands as tall as 1.5 metres (4.9 feet) high, while some were less than 30 centimetres (12 inches) high - the smallest were called amphoriskoi (literally "little amphorae"). Most were around 45 centimetres (18 inches) high. There

27170-497: The long line of kings from Menes to his own time into 30 dynasties, a system still used today. He began his official history with the king named "Meni" (or Menes in Greek), who was believed to have united the two kingdoms of Upper and Lower Egypt . The transition to a unified state happened more gradually than ancient Egyptian writers represented, and there is no contemporary record of Menes. Some scholars now believe, however, that

27360-472: The market that the public could place just as much trust in the non-local product. Gradually, manufacturers began using personal identifiers to differentiate their goods from generic products on the market. Marketers generally began to realize that brands, to which personalities were attached, outsold rival brands. By the 1880s, large manufacturers had learned to imbue their brands' identity with personality traits such as youthfulness, fun, sex appeal, luxury or

27550-537: The marketplace that it aims to enter. It is important that if a company wishes to develop a global market, the company name will also need to be suitable in different cultures and not cause offense or be misunderstood. When communicating a brand, a company needs to be aware that they must not just visually communicate their brand message and should take advantage of portraying their message through multi-sensory information. One article suggests that other senses, apart from vision, need to be targeted when trying to communicate

27740-427: The message. Therefore, a brand should use appropriate communication channels to positively "…affect how the psychological and physical aspects of a brand are perceived". In order for brands to effectively communicate to customers, marketers must "…consider all touch point |s, or sources of contact, that a customer has with the brand". Touch points represent the channel stage in the traditional communication model, where

27930-542: The mid-5th century BC, this type was rarely produced. The pelike is a special type of belly amphora, with the belly placed lower, so that the widest point of the vessel is near its bottom. The pelike was introduced around the end of the 6th century BC. Another special type is the Panathenaic prize amphora , with black-figure decoration, produced exclusively as prize vessels for the Panathenaia and retaining

28120-464: The mid-first century AD, Christianity took root in Egypt and it was originally seen as another cult that could be accepted. However, it was an uncompromising religion that sought to win converts from the pagan Egyptian and Greco-Roman religions and threatened popular religious traditions. This led to the persecution of converts to Christianity, culminating in the great purges of Diocletian starting in 303, but eventually Christianity won out. In 391,

28310-417: The minds of customers . The key components that form a brand's toolbox include a brand's identity, personality, product design , brand communication (such as by logos and trademarks ), brand awareness , brand loyalty , and various branding ( brand management ) strategies. Many companies believe that there is often little to differentiate between several types of products in the 21st century, hence branding

28500-400: The minds of its consumers. Marketing-mix modeling can help marketing leaders optimize how they spend marketing budgets to maximize the impact on brand awareness or on sales. Managing brands for value creation will often involve applying marketing-mix modeling techniques in conjunction with brand valuation . Brands typically comprise various elements, such as: Although brand identity is

28690-429: The most enduring campaigns of the 20th-century. Brand advertisers began to imbue goods and services with a personality, based on the insight that consumers searched for brands with personalities that matched their own. Effective branding, attached to strong brand values, can result in higher sales of not only one product, but of other products associated with that brand. If a customer loves Pillsbury biscuits and trusts

28880-577: The most valuable elements in an advertising theme, as it demonstrates what the brand owner is able to offer in the marketplace . This means that building a strong brand helps to distinguish a product from similar ones and differentiate it from competitors. The art of creating and maintaining a brand is called brand management . The orientation of an entire organization towards its brand is called brand orientation . Brand orientation develops in response to market intelligence . Careful brand management seeks to make products or services relevant and meaningful to

29070-528: The mythical Menes may have been the king Narmer , who is depicted wearing royal regalia on the ceremonial Narmer Palette, in a symbolic act of unification. In the Early Dynastic Period, which began about 3000   BC, the first of the Dynastic kings solidified control over lower Egypt by establishing a capital at Memphis , from which he could control the labor force and agriculture of

29260-503: The name of the producer. The use of identity marks on products declined following the fall of the Roman Empire . In the European Middle Ages , heraldry developed a language of visual symbolism which would feed into the evolution of branding, and with the rise of the merchant guilds the use of marks resurfaced and was applied to specific types of goods. By the 13th century, the use of maker's marks had become evident on

29450-405: The nobility were the priests, physicians, and engineers with specialized training in their field. It is unclear whether slavery as understood today existed in ancient Egypt; there is difference of opinions among authors. The ancient Egyptians viewed men and women, including people from all social classes, as essentially equal under the law, and even the lowliest peasant was entitled to petition

29640-682: The north, while a rival clan based in Thebes , the Intef family , took control of Upper Egypt in the south. As the Intefs grew in power and expanded their control northward, a clash between the two rival dynasties became inevitable. Around 2055   BC the northern Theban forces under Nebhepetre Mentuhotep II finally defeated the Herakleopolitan rulers, reuniting the Two Lands. They inaugurated

29830-676: The northern part of Egypt, ruling from the city of Tanis . The south was effectively controlled by the High Priests of Amun at Thebes , who recognized Smendes in name only. During this time, Libyans had been settling in the western delta, and chieftains of these settlers began increasing their autonomy. Libyan princes took control of the delta under Shoshenq I in 945   BC, founding the so-called Libyan or Bubastite dynasty that would rule for some 200 years. Shoshenq also gained control of southern Egypt by placing his family members in important priestly positions. Libyan control began to erode as

30020-462: The organization of collective construction and agricultural projects, trade with surrounding regions, and a military intended to assert Egyptian dominance. Motivating and organizing these activities was a bureaucracy of elite scribes , religious leaders, and administrators under the control of a pharaoh , who ensured the cooperation and unity of the Egyptian people in the context of an elaborate system of religious beliefs . The many achievements of

30210-458: The owner of the workshop. Painted stamps, tituli picti , recorded the weight of the container and the contents, and were applied after the amphora was filled. Today, stamps are used to allow historians to track the flow of trade goods and recreate ancient trade networks. The first systematic classification of Roman amphorae types was undertaken by the German scholar Heinrich Dressel . Following

30400-544: The particular event they were awarded for. Painted amphorae were also used for funerary purposes, often in special types such as the loutrophoros . Especially in earlier periods, outsize vases were used as grave markers, while some amphorae were used as containers for the ashes of the dead. By the Roman period vase-painting had largely died out, and utilitarian amphorae were normally the only type produced. Various different types of amphorae were popular at different times: On

30590-557: The political unification of Upper and Lower Egypt under pharaoh or king Menes (often identified with Narmer ). The history of ancient Egypt unfolded as a series of stable kingdoms interspersed by periods of relative instability known as "Intermediate Periods". The various kingdoms fall into one of three categories: the Old Kingdom of the Early Bronze Age , the Middle Kingdom of the Middle Bronze Age , or

30780-469: The presence of these simple markings does not imply that mature brand management practices operated. Scholarly studies have found evidence of branding, packaging, and labeling in antiquity. Archaeological evidence of potters' stamps has been found across the breadth of the Roman Empire and in ancient Greece . Stamps were used on bricks, pottery, and storage containers as well as on fine ceramics. Pottery marking had become commonplace in ancient Greece by

30970-528: The previously obscure sun deity Aten as the supreme deity , suppressed the worship of most other deities, and moved the capital to the new city of Akhetaten (modern-day Amarna ). He was devoted to his new religion and artistic style . After his death, the cult of the Aten was quickly abandoned and the traditional religious order restored. The subsequent pharaohs, Tutankhamun , Ay , and Horemheb , worked to erase all mention of Akhenaten's heresy, now known as

31160-404: The prize-winner. They depicted goddess Athena on one side (as seen on the second image on this page) and the athletic event on the other side, e.g. a scene of wrestling or running contest etc. By the Roman period utilitarian amphorae were normally the only type produced. The first type of Roman amphora, Dressel 1, appears in central Italy in the late 2nd century BC. This type had thick walls and

31350-516: The producer's name. Roman glassmakers branded their works, with the name of Ennion appearing most prominently. One merchant that made good use of the titulus pictus was Umbricius Scaurus, a manufacturer of fish sauce (also known as garum ) in Pompeii, c.  35 CE . Mosaic patterns in the atrium of his house feature images of amphorae bearing his personal brand and quality claims. The mosaic depicts four different amphora, one at each corner of

31540-491: The product, the consumer lifestyle, and the endorser is important for the effectiveness of brand communication. Ancient Egypt Ancient Egypt was a civilization of ancient Northeast Africa . It was concentrated along the lower reaches of the Nile River , situated within the contemporary territory of modern-day Egypt . Ancient Egyptian civilization followed prehistoric Egypt and coalesced around 3100   BC (according to conventional Egyptian chronology ) with

31730-621: The provinces became economically richer—which was demonstrated by larger and better burials among all social classes. In bursts of creativity, provincial artisans adopted and adapted cultural motifs formerly restricted to the royalty of the Old Kingdom, and scribes developed literary styles that expressed the optimism and originality of the period. Free from their loyalties to the king, local rulers began competing with each other for territorial control and political power . By 2160   BC, rulers in Herakleopolis controlled Lower Egypt in

31920-718: The role of the Egyptian temple priests and priestesses diminished. The temples themselves were sometimes converted to churches or abandoned to the desert. In the fourth century, as the Roman Empire divided, Egypt found itself in the Eastern Empire with its capital at Constantinople . In the waning years of the Empire, Egypt fell to the Sasanian Persian army in the Sasanian conquest of Egypt (618–628). It

32110-469: The same workshops used for the production of Dressel 1 which quickly ceased to be used. At the same time in Cuma (southern Italy) the production of the cadii cumani type starts (Dressel 21–22). These containers were mainly used for the transportation of fruit and were used until the middle imperial times. At the same time, in central Italy, the so-called Spello amphorae, small containers, were produced for

32300-526: The scholar who studied them. For the neo-Phoenician types see the work by Maña published in 1951, and the revised classification by Van der Werff in 1977–1978. The Gallic amphorae have been studied by Laubenheimer in a study published in 1989, whereas the Cretan amphorae have been analyzed by Marangou-Lerat. Beltràn studied the Spanish types in 1970. Adriatic types have been studied by Lamboglia in 1955. For

32490-402: The size of a herd reflected the prestige and importance of the estate or temple that owned them. In addition to cattle, the ancient Egyptians kept sheep, goats, and pigs. Poultry , such as ducks, geese, and pigeons, were captured in nets and bred on farms, where they were force-fed with dough to fatten them. The Nile provided a plentiful source of fish . Bees were also domesticated from at least

32680-661: The transportation of wine. On the Adriatic coast the older types were replaced by the Lamboglia 2 type, a wine amphora commonly produced between the end of the 2nd and the 1st century BC. This type develops later into the Dressel 6A which becomes dominant during Augustan times. In the Gallic provinces the first examples of Roman amphorae were local imitations of pre-existent types such as Dressel 1, Dressel 2–4, Pascual 1, and Haltern 70. The more typical Gallic production begins within

32870-476: The trend. By the early 1900s, trade press publications, advertising agencies , and advertising experts began producing books and pamphlets exhorting manufacturers to bypass retailers and to advertise directly to consumers with strongly branded messages. Around 1900, advertising guru James Walter Thompson published a housing advertisement explaining trademark advertising. This was an early commercial explanation of what scholars now recognize as modern branding and

33060-494: The two states became inevitable. Between 671 and 667   BC the Assyrians began the Assyrian conquest of Egypt . The reigns of both Taharqa and his successor, Tanutamun , were filled with constant conflict with the Assyrians, against whom Egypt enjoyed several victories. Ultimately, the Assyrians pushed the Kushites back into Nubia, occupied Memphis, and sacked the temples of Thebes . The Assyrians left control of Egypt to

33250-588: The vases. Racks could be used in kitchens and shops. The base also concentrated deposits from liquids with suspended solid particles, such as olive oil and wines. Amphorae are of great use to maritime archaeologists , as they often indicate the age of a shipwreck and the geographic origin of the cargo. They are occasionally so well preserved that the original content is still present, providing information on foodstuffs and mercantile systems. Amphorae were too cheap and plentiful to return to their origin-point and so, when empty, they were broken up at their destination. At

33440-399: The way in which consumers had started to develop relationships with their brands in a social/psychological/anthropological sense. Advertisers began to use motivational research and consumer research to gather insights into consumer purchasing. Strong branded campaigns for Chrysler and Exxon /Esso, using insights drawn from research into psychology and cultural anthropology , led to some of

33630-552: The word exists. There was perhaps an as yet unidentified native Etruscan word for the vase that pre-empted the adoption of amphora . The Latin word derived from the Greek amphoreus ( ἀμφορεύς ), a shortened form of amphiphoreus ( ἀμφιφορεύς ), a compound word combining amphi- ("on both sides", "twain") and phoreus ("carrier"), from pherein ("to carry"), referring to the vessel's two carrying handles on opposite sides. The amphora appears as 𐀀𐀠𐀡𐀩𐀸 , a-pi-po-re-we , in

33820-414: The world's oldest in continuous use. A characteristic feature of 19th-century mass-marketing was the widespread use of branding, originating with the advent of packaged goods . Industrialization moved the production of many household items, such as soap , from local communities to centralized factories . When shipping their items, the factories would literally brand their logo or company insignia on

34010-650: Was a notable source of granite, greywacke , and gold. Flint was the first mineral collected and used to make tools, and flint handaxes are the earliest pieces of evidence of habitation in the Nile valley. Nodules of the mineral were carefully flaked to make blades and arrowheads of moderate hardness and durability even after copper was adopted for this purpose. Ancient Egyptians were among the first to use minerals such as sulfur as cosmetic substances. Amphora An amphora ( / ˈ æ m f ər ə / ; Ancient Greek : ἀμφορεύς , romanized :  amphoreús ; English pl.   amphorae or amphoras )

34200-404: Was a significant degree of standardisation in some variants; the wine amphora held a standard measure of about 39 litres (41 US qt), giving rise to the amphora quadrantal as a unit of measure in the Roman Empire. In all, approximately 66 distinct types of amphora have been identified. Further, the term also stands for an ancient Roman unit of measurement for liquids. The volume of a Roman amphora

34390-490: Was also the beginning of trade with Mesopotamia , which continued into the early dynastic period and beyond. Over a period of about 1,000 years, the Naqada culture developed from a few small farming communities into a powerful civilization whose leaders were in complete control of the people and resources of the Nile valley. Establishing a power center at Nekhen (in Greek, Hierakonpolis), and later at Abydos , Naqada III leaders expanded their control of Egypt northwards along

34580-423: Was based on a common-sense view of right and wrong that emphasized reaching agreements and resolving conflicts rather than strictly adhering to a complicated set of statutes. Local councils of elders, known as Kenbet in the New Kingdom, were responsible for ruling in court cases involving small claims and minor disputes. More serious cases involving murder, major land transactions, and tomb robbery were referred to

34770-421: Was crucial in ancient Egypt because taxes were assessed based on the amount of land a person owned. Farming in Egypt was dependent on the cycle of the Nile River. The Egyptians recognized three seasons: Akhet (flooding), Peret (planting), and Shemu (harvesting). The flooding season lasted from June to September, depositing on the river's banks a layer of mineral-rich silt ideal for growing crops. After

34960-541: Was followed by the Naqada culture : the Naqada I ( Amratian ), the Naqada II ( Gerzeh ), and Naqada III ( Semainean ). These brought a number of technological improvements. As early as the Naqada I Period, predynastic Egyptians imported obsidian from Ethiopia , used to shape blades and other objects from flakes . Mutual trade with the Levant was established during Naqada II ( c.  3600–3350 BC ); this period

35150-577: Was never able to overthrow the Persians until the end of the century. Following its annexation by Persia, Egypt was joined with Cyprus and Phoenicia in the sixth satrapy of the Achaemenid Persian Empire . This first period of Persian rule over Egypt, also known as the Twenty-Seventh Dynasty , ended in 402   BC, when Egypt regained independence under a series of native dynasties. The last of these dynasties,

35340-437: Was one cubic foot , c. 26.026 L . Roman amphorae were wheel-thrown terracotta containers. During the production process the body was made first and then left to dry partially. Then coils of clay were added to form the neck, the rim, and the handles. Once the amphora was complete, the maker then treated the interior with resin that would prevent permeation of stored liquids. The reconstruction of these stages of production

35530-452: Was tableware, or sat close to the table, was intended to be seen, and was finely decorated as such by master painters. Stoppers of perishable materials, which have rarely survived, were used to seal the contents. Two principal types of amphorae existed: the neck amphora , in which the neck and body meet at a sharp angle; and the one-piece amphora , in which the neck and body form a continuous curve upwards. Neck amphorae were commonly used in

35720-434: Was the brand name. With the rise of mass media in the early 20th century, companies adopted techniques that allowed their messages to stand out. Slogans , mascots , and jingles began to appear on radio in the 1920s and in early television in the 1930s . Soap manufacturers sponsored many of the earliest radio drama series, and the genre became known as soap opera . By the 1940s, manufacturers began to recognize

35910-476: Was then recaptured by the Byzantine emperor Heraclius (629–639), and was finally captured by Muslim Rashidun army in 639–641, marking the end of both Byzantine rule and of the period typically considered Ancient Egypt. The pharaoh was the absolute monarch of the country and, at least in theory, wielded complete control of the land and its resources. The king was the supreme military commander and head of

36100-420: Was used to weave sheets of linen and to make clothing. Papyrus growing on the banks of the Nile River was used to make paper. Vegetables and fruits were grown in garden plots, close to habitations and on higher ground, and had to be watered by hand. Vegetables included leeks, garlic, melons, squashes, pulses, lettuce, and other crops, in addition to grapes that were made into wine. The Egyptians believed that

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