agree...

here are some references that might be of interest to you:

TheStandard.com: Brand Inequity
... that are most successful in offline ads are complete bombs when duplicated online.
The Net may be an interactive medium, but it defies all brand logic. ...
www.thestandard.com/article/display/0,1151,7254,00.html

A brand called India
... the Indian cricket team-Mohanty, Khurasia, Ramesh and Chopra. Hence, taking the
brand logic further, it can be safely assumed that these 4, without any brand ...
www.thatscricket.com/1999/worldcup/indiabrand.html

the company
... people, but over the years it has grown to become a global company representing
the two well-known brand names: Vifa and Scan-Speak plus our new brand Logic. ...
www.scan-speak.dk/generelt/company2.htm

and there are more interesting references regarding brands in:

http://www.google.com/search?q=logique de marque brand&hl=en...


Good luck!