Ancient Rome: Did Roman businessmen use branding?

Answer 1

This is an interesting question.

If by branding you mean applying a hot piece of metal to the flesh of an animal or human: probably. Fugitive slaves, we know, were routinely tattooed on the face after being captured with words that marked them as a slave that had run. Oftentimes their legs were also broken.

If you mean in the modern sense of brand recognition, I am less certain. We do know that graffiti was extremely common and popular in Rome and most of the ancient world. Many well-preserved ancient sites contain Latin inscriptions with information ranging from insults to professions of love to directions to certain types of establishments. We also know that brothels were often marked by a lamp with a specific color shade and, possibly, with a series of phallic stones all pointing in the direction of the brothel, many assume for the convenience of sailors or soldiers new to an unfamiliar city.

We are also aware of several ancient Latin expressions involving or relating to commerce, such as "Caveat Emptor" "Let the Buyer Beware" and "Cave Canem" "Beware the Dog."