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From the wiki (emphasis mine): A brand is a name, term, design, symbol or any other feature that distinguishes one seller’s good or service from those of other sellers.
What are they selling? It’s free. It’s not being sold.
https://en.m.wikipedia.org/wiki/Linux_Mark_Institute
https://en.m.wikipedia.org/wiki/Brand
It fits the definition of a brand.
From the wiki (emphasis mine): A brand is a name, term, design, symbol or any other feature that distinguishes one seller’s good or service from those of other sellers.
What are they selling? It’s free. It’s not being sold.
They accept donations, do they not?