One of the best examples of brand marketing are probably Nike and Coca Cola...
Nike as the biggest sports brand did a great job with that, allthough I never saw the point of people wanting to buy the products simply because of the label that is attached to it... =/
I personally prefer the Adidas sneakers over the Nike ones, but that's only because the "Superstar II" is really comfortable and fits like a glove... ahm... shoe! =P