OK, but those are only objections to branding if
you can suggest a better way...
There have been a whole bunch of ideas about mitigating the phishing problem floating around, several of which have been suggested by me. :-)
But, none of them seem to be that serious, compared to phishing. The average cost of a phishing hit is somewhere around $5000. It's generally well in excess of $1000, and a lot of that cost is the "rebuild credit" cost that people have to go through. It can take a long time and a lot of hassle.
You're quite close here to the fallacy of "Something must be done! This is something. Therefore we must do this."
Some limited research has been done on these matters
directly in the browsing field, and it supports the
use of logos and brand in a security setting.
What you mean is "Someone decided to do some research into branding, and concluded that it helped". It doesn't mean that it's the _most_ helpful thing we can do, nor does it mean that it automatically gains a place in our arsenal.
To take an obvious example, the guy who suggested making people retype domain names every time they visited a new site. Now that really would help - but it doesn't mean we do it.
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