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The studios seem to be responding to this shift by concentrating almost entirely on event movies -- enormous brands (Battleship, anyone?), sequels and remakes (Mission Impossibles 2-20), and mammoth books or cultural phenomena repackaged for cinematic consumption (The Help, The Hunger Games).
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The power of so-called brand marketing is proving itself in the network equipment market, where Cisco Systems appears to benefit from enormous brand recognition.
Their international reputation outstrips the battered image of US carriers, and they punch above their weight in Europe with enormous brand awareness earned through their sponsorship of football.
"One day it dawned on me: What if we first lined up an enormous brand to look for an advertising agency?" he said, adding: "If we had the brand already, it would be a big incentive for the agencies to invite us into their world, and there would be no danger of offending current clients.
Being saddled with a name like MP3.com could pose enormous branding and marketing problems that Robertson blithely shrugs off.
Web-specific properties like Yahoo! yhoo, Microsoft's msft Microsoft Network and Comnet cnet have enormous brand recognition among the younger, web- savvy crowd.
Plus, even if the magazine needs to win over new readers, Vacariello notes that it has enormous brand recognition.
This in turn ensured enormous brand loyalty.
First published some 20 years ago, "Chicken Soup for the Soul" has grown into an enormous brand, with more than 250 titles in print and translations in more than 40 languages.
A stone's throw from here is an enormous, and brand new, hangar-type structure.
He certainly faces one of the most daunting challenges: planting the N.B.A. flag here and using the league's enormous global brand to develop basketball on a continent where the game of choice is soccer.
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