Locus classicus : origin brands in Roman luxury markets, c.100 BC-c.AD 130
This thesis examines the social and economic context for so-calledâ origin brandsâ (products referred to and associated with a particular town, region or country) in ancient Rome, and develops a hypothetical model of how a Roman brandâs reputation might grow. This thinking is illustrated by four detailed case studies of luxury brands. Chapter 1 examines the role of brands in the Roman world in the light of modern thinking on the nature of brands and branding. I discuss the role of the consumer, in relation to brands, both modern and ancient, leading into an explanation of how brands are adopted by consumers, and how this might apply to a Roman luxury brand. Finally, I introduce and develop the concept of âorigin brandsâ in the Roman world, and relate the phenomenon of the origin brand to the consumer context. Chapter 2 sets out the eÌlite socio-economic context in which Roman brands developed. The last part of this chapter examines the potential role of literature and its performance in eÌlite households in the communication of brand information. Chapter 3 examines the nature of brand communication in the Roman world. In ancient Rome this was primarily word-of-mouth. This is analysed in a structured
White, Roderick Thirkell
Locus classicus : origin brands in Roman luxury markets, c.100 BC-c.AD 130. This thesis examines the social and economic context for so-calledâ origin brandsâ (products referred to and associated with a particular town, region or country) in ancient Rome, and develops a hypothetical model of how a Roman brandâs reputation might grow. This thinking is illustrated by four detailed case studies of luxury brands. Chapter 1 examines the role of brands in the Roman world in the light of modern thinking on the nature of brands and branding. I discuss the role of the consumer, in relation to brands, both modern and ancient, leading into an explanation of how brands are adopted by consumers, and how this might apply to a Roman luxury brand. Finally, I introduce and develop the concept of âorigin brandsâ in the Roman world, and relate the phenomenon of the origin brand to the consumer context. Chapter 2 sets out the eÌlite socio-economic context in which Roman brands developed. The last part of this chapter examines the potential role of literature and its performance in eÌlite households in the communication of brand information. Chapter 3 examines the nature of brand communication in the Roman world. In ancient Rome this was primarily word-of-mouth. This is analysed in a structured
locus origin brand roman luxury market cad examines social_economic context so_called origin brand product refer associated particular town region country ancient_rome develop hypothetical model roman brand reputation might grow think illustrate detailed_case study luxury brand examines_role brand roman_world light_modern thinking nature brand branding discuss role consumer relation brand modern ancient lead explanation brand adopt consumer might apply roman luxury brand finally introduce develop concept origin brand roman_world relate phenomenon origin brand consumer context set socio_economic context roman brand develop last_part examine_potential role literature performance household communication brand information examines nature brand communication roman_world ancient_rome primarily word mouth analyse structure