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With the massive amount of brands present in the market and the
abundance of products offered, identifying a brand has become
increasingly difficult. Developing a trademark is now an absolute
necessity: a brand must multiply the signals which set its message
apart from everyone else.This book will analyse and help conceive
the identification codes a brand will use on all its communication
grounds - logos, signage and packaging - without forgetting
marketing and merchandising strategies.
Three theories vie to explain the causes, characteristics and
chronology behind the emergence of Iron Age Cypriot city-kingdoms:
Achaean, Phoenician and autochthonous. Privileged by scholars until
as recently as the 1980s, the first linked the emergence of the
Cypriot city-state to the great Achaean migrations at the end of
the second millennium. Epic foundation myths, telling of cities
founded by Achaean heroes returning from Troy, were seen as fabled
versions of events unfolding ostensibly at the outset of the Iron
Age. The writings of D.W. Rupp cast doubt on the Achaean theory, by
placing these developments at a much later date (8th c. BCE) and
tracing their origins to the growing influence of the Phoenicians.
This hypothesis was hotly contested, giving rise to a third theory,
according to which the Cypriot Iron Age was essentially a
continuation of the island's Bronze Age civilisation. The latter
theory now holds sway and is scarcely ever contested. The Cypriot
city-kingdoms that we observe in the historical period (7th-4th c.
BCE) are said to have arisen, after a few decades of instability,
as early as the 11th century. Their political and administrative
structures would have undergone little more than consolidation in
the 8th century, before enjoying their floruit during the Archaic
and Classical periods and finally disappearing amid the Wars of the
Diadochi at the start of the Hellenistic period. By recasting these
developments within the broader context of the re-emergence of
state structures in the eastern Mediterranean, La naissance des
cites-royaumes cypriotes reassesses the arguments advanced by
champions of the received theory. It likewise situates the
phenomenon within a firmer theoretical (i.e. anthropological)
framework, intended to establish well-defined distinctions.
Furthermore, it proposes a shared typology that can accommodate
other political entities, traces of which are found throughout the
Geometric period (11th-8th c. BCE). Not only does the
archaeological evidence compel us to question whether events
unfolded as suggested, it reinforces a more nuanced variant of the
Phoenician theory. Various state markers, though abundant in the
8th century (Cypro-Geometric III), seem indeed conspicuously absent
during Cypro-Geometric I and II. Excavations at one such
city-state, the palace of Amathus, have yielded compelling
indications as to when a lasting dynasty originally arose. From
them, we can surmise that the Kingdom of Amathus was the first of
its kind. While the process no doubt took several decades, under no
circumstances did it occur before the 9th century BCE. This
coincides, moreover, with the wave of resurgent state-building that
swept the eastern Mediterranean and engulfed even more westerly
regions like the Aegean.
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