Outfits like these, variously called unbranded, proprietary or "private branders, " are on the rise.

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In an intensely mobile world, branders are in the navigation business more than ever before.

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And, most disappointing of all for the re-branders, asked to nominate the images that best represent England, the respondents chose the royal family, Big Ben, Beefeaters, football and Lady Thatcher.

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