We first knew them as the cute, loving characters on Full House, but today Mary-Kate and Ashley Olsen are not only the characters in their sitcoms and videos, but also a fashion phenomenon. Their Mary-Kate and Ashley clothing line is manufactured and sold exclusively by Wal-Mart. Mary-Kate and Ashley receive royalties from Wal-Mart in exchange for the use of their names. This is an example of which branding concept?
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