chiyo - 3:43 am on May 24, 2003 (gmt 0)

A brand is about associating a name with a unique compelling and attractive factor - usually a feeling. Then its about continually reinforcing that association in diverse ways.

PPC, as long as it has your company name and the association (usually triggered by a tag-line) can therefore be used very effectively as one of those reinforcements on branding. Its especially useful as it comes up as "answers" to targeted questions (queries)

You cant create a brand soley with PPC, but it sure helps in building it.