1. A wireless device configured to operate under a plurality of different brands, a brand to be utilized being designated one of at a point-of-sale, during activation, by a seller, and by a user, the wireless device comprising: a processor configured to execute instructions; a display device configured to generate an interface based in part in response to the processor; a memory configured to store the instructions to operate the electronic device; and the processor further configured to execute a customization component to designate the brand to be utilized one of at the point-of-sale, during activation, by the seller, and by the user, wherein designating the brand comprises at least one of designating setting configurations, software components, system settings, network settings, network operator applications, and brand customization features.