Yet it is known for species conservation and its brand image is closely tied to the beloved panda logo.

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Ferrari is unlikely to leave the sport, because its image as a manufacturer of supercars is intimately tied to its racing heritage.

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Koch himself was never directly tied to wrongdoing, but the scandals hurt Koch's image with voters.

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More striking still is that, unlike previous campaigns, the ads are not chiefly tied to particular product launches, but to promoting the firms' image.

ECONOMIST: High-tech brands