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Brand recognition can be a huge benefit, always assuming that recognition brings with it a favorable reaction. The salesmen for my first business rarely had to sell the company itself, because it became so well known. Later when I published books, I worked hard to establish a clear identity for them. Most first editions were sold out in advance because the stores knew they would sell.
In online porn, since there are so few who don't burn their customers, for the majority, branding would be a bad idea. And from the webmaster perspective, mine anyway since I am mostly selling other peoples' businesses, my prime concerns are whether I can sell them effectively and whether I get paid. Since online porn is driven more by cult of personality than reputations in the usual sense, generally I ignore who is behind a business unless they are known to be flakey or for whatever reason choose to come across that way.
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