Marketing, Media and Entertainment Professionals can like, dislike or be neutral about Kiim Kardashian but they can not deny her demonstrated ability to build the Kim Kardashian brand from nothing. Some would argue that her infamous sex tape is what launched her into the media spotlight, I can not disagree however, what we are focusing on here is what happened next “The Kim Kardashian Brand” . First I believe we can all agree that Kim has done a tremendous job of staying in the media, remarkable given that she has no professionally recognized talent or skills under than self promotion. I want everyone to take this comment the right way…this is a complement. What Kim does have is her physical beauty including her sister attributes. Brand lesson #1 – Beauty, appearance or being pleasing to the eyes is very important. One would think that breaking onto the media scene via an X-Rated sex tape would not be the way to generate awareness for your product and lets be clear, Kim Kardashian is the product in everything she does. Brand Lesson #2 – Negative media does not have to kill your brand, consumer perceptions can be influenced by what you do immjediately after the negative press. After the sex tape generated awareness in the trendsetting, urban cool  Hip Hop world and crossed over into pop culture she immediately jumped to a niave All American College Footbal hero. Brand Lesson #3 – Attach or align your brand with a bigger, fast growing, more reputable brand to change the storylines and increase your brand awareness.The rest is pop culture history, Dancin with the Stars, (All that back and no rhythm) Dallas Cowboys super star boy friend, Reality TV Show and one of the biggest, lavious and most talked about weddings in American Pop Culture. Kim is currently #1 for the second week in a row on USA TODAYS Celebrity Heat Index. Brand Lesson #4 – Its always about the brand, no matter what you do its always about the brand period.