Im not much of an authority when it comes to marketing.. I can only testify from my experience and thoughts..
But regarding branding.. Something I know from being on the "receiving" side.
You mentioned CE. I have an account with CE. Had it for a long time. Didn't do anything with it for a ling time. Until very recentrly when I had some free traffic to push somewhere. So I tried to think where I would send it. And CE popped it mind? Why? I have no idea. I just recall their annoying purple banner I saw somewhere recently.
Now - I wasn't a new webmaster joining their program. I didn't even click the banner. I just went there remembering I had an account and decided to give it another go for a short while.
Would I go there if I didn't see banners of thiers in all kinds of places (that didn't generate clicks from me)? Probably not since I have account with virtually every sponsor out there.
So is it branding?
I think so. Its not even quality driven branding. Just "Stuck in your brain" branding since its not like I "know" they are the best or anything..
Just my 2 cents
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