I don't think so. Well, I caught you looking. Both sides are wrong. I've been saying awareness, and awareness is not the same as branding. These two are so often mistaken for one another it has made the discussion of branding and awareness on the web almost impossible to have.
Awareness is certainly possible, with plenty of frequency coupled with mass exposure.
Awareness is the beginning of that dialectic to which I was referring earlier. Branding, on the other hand, is the relationship borne of that dialogue. It is the feeling I get when I am exposed to Product X and its value proposition. That's a different discussion. Well, the strategy may be different, but the sites you buy could be the same.