My example of branding for seminar (587) is for the brand Abercrombie & Fitch. You may have heard of the show Jersey Shore on MTV--it has received a lot of media attention in the last year or so--and recently Abercrombie offered to pay one of the cast members on the show (Mike, "The Situation") to NOT wear their merchandise.
I think this is a very interesting and relevant example of branding because as many companies are embracing endorsement deals with the cast, Abercrombie & Fitch released a statement saying that the association with Jersey Shore was "distressing" fans of the brand. It is interesting to note that previously (c.2010), A&F actually created and sold a shirt called the "Fituation" as a play on Mike's nickname on the show, but now seem to want to move the brand away from that association.
Here is an article from the Wall Street Journal chronicling the issue in more detail:
From Alyssa via Brittany
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