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Whether it's good or bad depends on the context. A well designed logo will be viewed as bad if the company it represents has a negative image. Steven Heller provides some history, examples and context in this article.

A definition, history and the beginnings of "Brand Management" at Procter & Gamble. Contrary to those who feel branding is a negative tactic this article ends by saying customers want "the ability to identify and differentiate between options in the marketplace."