Make yourself known as a brand name that says value, service and security and you've got a new customer.
"We're proud of the Vudu brand and see it as a way to establish a new brand in the online business, " says Greg Hall, Wal-Mart's head of home entertainment.
But a Consumer Reports analysis found that the FDA was as likely to warn about manufacturing issues at a brand-name drug factory as a generic one, Dr. Santa says.
"Today people are buying a lot of domain names as an advertising tool, rather than as a brand name for their Web site, " says Bentley.
Coca-Cola is not trying to get involved in politics, says Webster, but as a huge brand so closely associated with the US, it sometimes finds itself tangled up in politics, or singled out for criticism.
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As a brand, English schooling is still very strong, says a spokeswoman for Kunskapsskolan.
"Profits and exposure of the brand as a promoter of good Italian products, " says Trapani.
But Koonce now says GM might as well kill off the brand, because that would be preferable to the slow death she sees as inevitable.
"Profits and exposure of the brand name as a promoter of good Italian products, " says Trapani.
"The company has built a strong brand as an entry-level PC maker, " he says.
Some of these companies are being redefined as high-end merchandise producers rather than just brand names, he says.
"Lightweight technologies and alternative power train solutions" are central to the premium carmaker's strategies, as they are becoming "part of their brand DNA", he says.
"The fun in this is all about mixing it up, " she says of her role as both curator and innovator of the brand.
In fact, some of us even brand ourselves "PC Guy" or "Mac Guy" as if it says something about our personalities.
"While small boutiques may want to use old production techniques, we have to operate this as a commercial crop, " says Andrew Floor, Sauza's global brand director.
"As good as those groups can be, they can take control and doom a brand, " says Douglas Atkin, a partner at the ad agency Merkley Newman Harty in Manhattan and the author of the upcoming Cults and Brands.
"It would be unfair to brand people who have different opinions from the government as leftist and anti-establishment, " says Legislator Oka Mahendra.
With its manufacturing efficiency and strong brand name, he says, Dell can defeat the cheap-PC guys just as it beat Packard Bell earlier in the decade.
Even in countries like Italy, where Acer is immensely popular, Gartner analyst Cozza says, it may take years for consumers to view Acer as a viable phone brand.
Barring any more big setbacks, Parkhurst says, Toyota can bounce back over the next two years as the backlash against the brand has already ebbed.
"These acquisitions are absolutely vital to helping Tata achieve status as international company, " says Morgen Witzel, author of Tata: The Evolution of a Corporate Brand.
"Consumers will talk about your brand whether you're involved or not, so you may as well be involved, " Davies says.
Attilio Capuano, the company's Asia and Pacific director, says opening stores in India's main cities is part of as strategy to strengthen its brand in the country.
"I think she was proud of the success of that partnership, as manifested by Hitchcock, " she says, adding that Reville was equally proud of "the Hitchcock brand".
Manchester United says its key competitive strengths are its globally recognized name and its ability to monetize that as a brand.
"It's not so much that the brand as we know it is dead, but the way it's communicated has changed, " Cohen says.
Brand consultant Santosh Desai says that the pair cannot be guaranteed to succeed in advertising in the same way as another Bollywood couple, Kajol and Ajay Devgan.
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The photos have generated two million page views on Lululemon's website, as well as about a million Instagram "likes, " says Nancy Richardson, Lululemon's vice president of digital and brand strategy.
Familiarizing Generation X and Y clients with Merrill's brand through Merrill Edge gives the firm a good chance of holding on to those clients as they grow wealthier, says Alois Pirker, a research director at research and consulting firm Aite Group.
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