San Diego Comic-Con offers TV and movie marketers ample opportunities to push their franchises, with branding being applied to such items as detachable capes for "The Vampire Diaries," women's restrooms being labeled "Normas" for "Bates Motel," and the free Wi-Fi being named after "Teen Wolf." "It's all about brands trying to outdo each other," said Fearless Media's Cara Scharf.

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