What is a brand in our traditional market place? 

A brand is a name, term, sign, symbol, graphic design or a combination of those,that is identified as a manufacturer good, and creates a segregation (differentiation) between the company and its competitors. For customers, a brand holds a promise for: authenticity, reliability, warranty and guarantee, a connection to the manufacturer, low search cost and low endangerment. (Rich, 2001) . 

Same goes for Bloggers. Bloggers are Web 2 manufacturer goods.
But who is the responsible manufacturer?
A name (Scobleizer , Arrington, etc.) holds a promise for authenticity and reliability.
The new Web 2 economy didn’t think of traditional ways for limiting such an authority.
The community is the government these days.Web 2 brands are built by social networks and we should hope those networks could protect us as well as authorized market place could. 

Coke Cola was a branded icon when it had to take the Coke out of the Coke Cola. Who is going to force our icons to stay legal and reliable?