Branded mobile applications are created by large brands to increase engagement and sometimes generate sales. The document discusses three branded mobile apps: 1) Pizza Hut's mobile app allows users to order pizza from their phone, the first national pizza chain to offer this functionality. It has over 1 million downloads and $1 million in sales. 2) Purina's PetCentric Places app lets users find pet-friendly locations and share pet photos. It aims to increase brand engagement without direct sales. 3) Hallmark's mobile app allows sending digital greetings to contacts, which earns Hallmark money only if the recipient opens the greeting. It has innovative social features and over 550 greetings.