[2] The brand architecture of an organization at any time is, in large measure, a legacy of past management decisions as well as of the competitive realities brands face in the marketplace.
[3] There are three key levels of branding: Procter & Gamble is quoted by many authors as the antithesis of a corporate brand (Asberg and Uggla, Muzellec and Lambkin, Olins).
Commercials are aired on television around a message thanking all the "moms".
The practice of putting the "GM Mark of Excellence" on every car, no matter what the brand, was discontinued in August 2009.
[8] The company's familiar square blue "badge" has been removed from the Web site and advertising, in favor of a new, subtle all-text logo treatment.