1. A mobile phone, comprising: a processor; a memory comprising a system partition and a data partition; and a generic application stored in the system partition of the memory that, when executed by the processor, determines a branding status of the mobile phone, wherein the branding status is initially set to an unbranded status; determines a brand identity associated with the mobile phone, wherein the generic application determines the brand identity at least in part based on a network access identity (NAI) associated with the mobile phone, accesses branding assets associated with the generic application based on the brand identity, wherein the branding assets are accessed from a plurality of pre-loaded branding assets stored in the memory, and wherein the branding assets comprise two or more of a splash screen, a wallpaper, a background, a user interface style, a color scheme, an aural cue, an icon, or a real simple syndication (RSS) address, adapts a presentation screen of the mobile phone based on the accessed branding assets, and updates the branding status of the mobile phone to a branded status based on the brand identity, wherein the base functionality of the generic application remains the same in both the unbranded status and the branded status, and wherein the mobile phone is updated from the unbranded status to the branded status without re-provisioning the generic application.