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`Brand selling'

If a name gets recognized enough, it becomes a selling media by itself, like regular `brand selling' in other marketing fields. An example is Red Hat, that has promoted its distribution with such success that many people identify GNU/Linux with this specific brand of distribution. This also helps to explain the relatively high market capitalization that Red Hat achieved with its initial public offering in the American stock markets.

Jesus M. Gonzalez-Barahona