Ancient Bronze Age Traders in Arabia Invented 'Brand Value' 3,200 Years Ago, Study Reveals

Long before Madison Avenue ad men claimed the concept, brand recognition was already thriving during the Bronze Age, according to a new archaeological study. Researchers suggest that painted pottery known as Midianite, uncovered in an oasis in Saudi Arabia, was so distinctive, appealing, and sought-after that it functioned as a true brand.

Analyzing vessels found in the oasis of Qurayyah provides unprecedented insights into trading practices from 3,200 years ago. While hundreds of items were discovered at the site, many similar items had also been exported abroad to the southern Levant.

“Oasis-dwellers were resourceful and inventive enough to create their own ceramic repertoire: to cherish at home and eventually export abroad,” said study lead Marta Luciani from the Department of Prehistoric and Historical Archaeology of the University of Vienna. Prof Luciani explained to The National that the pottery featured a red and black paint scheme alongside an extremely rich repertoire of motifs.

Researchers noted that the items should be considered a brand because they possess a strong visual identity, material consistency, technological continuity, centralized production, export circulation, local imitations, intentional commercial scope, and cultural reputation. Study co-author Doralice Klainscek added that the painted animals and humans became a brand exported over hundreds of kilometers north to the Southern Levant—including sites like Tell El Kheleifeh and the Timna sanctuary of the Egyptian goddess Hathor—and south to North Arabia. Remarkably, Qurayyah's potting tradition continued in the oasis for another thousand years, well into the final Iron Age.

The researchers also dispelled misconceptions regarding “Midianite Pottery,” proving for the first time that its true origin was the oasis of Qurayyah. Published in the journal PLOS One, the research team included members from MIT, the Harvard Museum of the Ancient Near East, OeAI/OeAW, TU Wien, and the University of Sydney, with support from the Heritage Commission of the Saudi Ministry of Culture.