Methods and systems for delivering branding information to a portable electronic device based on a brand SKU. The brand SKU is assigned to a device in addition to or to replace an OEM SKU that may have been used for testing and traceability. Based on detection of a brand SKU and a determination as to what brand is associated with the brand SKU, upon power up downstream in the supply chain at the OEM, or at the distribution center, or at the point of sale, a brand payloads based on the brand SKU is sent to the portable electronic device. The brand payloads may comprise logos, configurable options, and access options for hardware and software to various network services including voice services and data services.