Who actively want to become part of it, a ready-made army of loyal brand advocates who encourage others to follow suit.

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State banks and the army have got brand new buildings.

ECONOMIST: Get ready for an enormous show of triumphalism

"These 18-year-old kids who join the Army wear Nike because they like the brand, " says Robert Kinney , director of individual protection at the U.S. Army's Natick Soldier Center.

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The most undervalued sports brand on television is the annual Army-Navy college football game.

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