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A brand provided a guarantee of reliability and quality.
The brand provided a ready contrast with Saab, its Swedish contemporary, which struggled through a series of failed financing rounds before its parent filed for bankruptcy protection last December.
Citi's strong global brand provided a superb platform for selling Travelers and Salomon Smith Barney products through its branch network, which spans over 100 countries, and to Citi's 42m credit-card account-holders (more than any other credit-card provider).
Like about 2,000 other volunteers, who are not paid but receive products deeply discounted or free, Ms. Ermel was asked to invite friends to a blind tasting party at her home, and to serve the wine without first mentioning that it had come out of a box (the brand provided carafes for serving).
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Brand provides most of the fireworks.
"For a new entrant, having an established brand provides it with an instant on-ramp," said Ben Wood from analysts CCS Insight.
It builds, he says, "on the thriving i newspaper brand, providing news and comment in a way that makes you want to engage.
The BBC's governing body said it would leave the decision on the future of BBC Switch, the cross-media brand providing content for younger viewers, to management.
Because of the presence Brand provides, Coach Doug Collins has stuck with him this postseason, even though he is once again plagued by injuries.
Instead, local operators pay a share of their revenue to affiliate with a brand, and in return the brand provides marketing and refers customers via a centralized Web site.
With career averages of 20.3 points and 10.2 rebounds, Brand provides the 76ers with much-needed interior muscle and scoring balance, and takes some pressure off the star guard Andre Iguodala (19.9 points a game last season).
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