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Davie said that it will sit alongside BBC Earth, its brand for natural history and science content, and an as-yet-unnamed third channel brand that will "target male audiences with a blend of content that raises the bar in the factual entertainment space and an approach which captures the maverick spirit of the BBC's best shows".
The American Heart Association, for instance, does not allow wine and alcohol companies to use its brand for marketing and image-building purposes, but it will accept money raised on its behalf through wine auctions and tastings.
It is no longer enough, they say, to join an organization and ride its brand for decades.
The box redesign is part of the organization's effort to refresh its brand for its 100th birthday this year.
revamped its brand for this football season, taking poor Sparky off the helmets and replacing him with the sharp-edged fork.
We felt that Lego forfeited its responsibility to children by allowing Shell to wheedle its way into playtime and normalise its brand for the next generation.
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The company, which also owns Castorama in France and has major operations in China and Poland, is looking at licensing its brands for use in new territories, as it seeks to enhance its international footprint.
Virtually every automaker has clothing bearing its brands, for promotion as well as for income from licensing, and some have other items as well.
General Mills is also increasing its marketing spending, which was up 6percentt in the quarter, to highlight its brands for shoppers who may be tempted to switch to cheaper store brands.
Expect SonicBlue to try landing more of these co-branding deals in the future, while it continues to build its own brand for its various digital entertainment devices.
It has still kept the golden arches to retain the heritage of its brand but, for now, it stands out for using new colours for fast food.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com