Issues of branding and so on are more complex than we
techies seem to often think.
If you really want to learn more about how they work,
I have heard Information Rules
by Shapiro and Varian (both well-known and respected
economists) be highly recommended by people who should
know. I haven't read it myself, but it is on my list of
books that I really should get around to one of these
days. (Particularly since I got a copy for my brother and
he liked it...)
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