diff --git a/Makefile.in b/Makefile.in
index ee49503acc6..40da7d2a1c4 100644
--- a/Makefile.in
+++ b/Makefile.in
@@ -95,7 +95,7 @@ include backend.RecursiveMakeBackend.pp
 default:: backend.RecursiveMakeBackend
 
 install_manifests := \
-  $(addprefix dist/,bin idl include public private sdk xpi-stage) \
+  $(addprefix dist/,bin branding idl include public private sdk xpi-stage) \
   _tests \
   $(NULL)
 install_manifest_depends = \
diff --git a/browser/branding/aurora/Makefile.in b/browser/branding/aurora/Makefile.in
deleted file mode 100644
index 6fea2c9dc53..00000000000
--- a/browser/branding/aurora/Makefile.in
+++ /dev/null
@@ -1,48 +0,0 @@
-# This Source Code Form is subject to the terms of the Mozilla Public
-# License, v. 2.0. If a copy of the MPL was not distributed with this
-# file, You can obtain one at http://mozilla.org/MPL/2.0/.
-
-include $(topsrcdir)/config/config.mk
-
-ifeq ($(MOZ_WIDGET_TOOLKIT),windows)
-BRANDING_FILES := \
-	firefox.ico \
-	document.ico \
-	branding.nsi \
-	appname.bmp \
-	bgintro.bmp \
-	clock.bmp \
-	particles.bmp \
-	pencil.bmp \
-	pencil-rtl.bmp \
-	wizHeader.bmp \
-	wizHeaderRTL.bmp \
-	wizWatermark.bmp \
-	newwindow.ico \
-	newtab.ico \
-	pbmode.ico \
-	$(NULL)
-endif
-
-ifeq ($(MOZ_WIDGET_TOOLKIT),cocoa)
-BRANDING_FILES := \
-	background.png \
-	firefox.icns \
-	disk.icns \
-	document.icns \
-	dsstore \
-	$(NULL)
-endif
-
-ifdef MOZ_WIDGET_GTK
-BRANDING_FILES := \
-	default16.png \
-	default32.png \
-	default48.png \
-	mozicon128.png \
-	$(NULL)
-endif
-
-BRANDING_DEST := $(DIST)/branding
-BRANDING_TARGET := export
-INSTALL_TARGETS += BRANDING
diff --git a/browser/branding/aurora/moz.build b/browser/branding/aurora/moz.build
index ee56b1fecc1..3e58719c85a 100644
--- a/browser/branding/aurora/moz.build
+++ b/browser/branding/aurora/moz.build
@@ -9,7 +9,4 @@ DIRS += ['content', 'locales']
 DIST_SUBDIR = 'browser'
 export('DIST_SUBDIR')
 
-JS_PREFERENCE_FILES += [
-    'pref/firefox-branding.js',
-]
-
+include('../branding-common.mozbuild')
diff --git a/browser/branding/branding-common.mozbuild b/browser/branding/branding-common.mozbuild
new file mode 100644
index 00000000000..524ff3046a8
--- /dev/null
+++ b/browser/branding/branding-common.mozbuild
@@ -0,0 +1,43 @@
+# -*- Mode: python; c-basic-offset: 4; indent-tabs-mode: nil; tab-width: 40 -*-
+# vim: set filetype=python:
+# This Source Code Form is subject to the terms of the Mozilla Public
+# License, v. 2.0. If a copy of the MPL was not distributed with this
+# file, You can obtain one at http://mozilla.org/MPL/2.0/.
+
+JS_PREFERENCE_FILES += [
+    'pref/firefox-branding.js',
+]
+
+if CONFIG['MOZ_WIDGET_TOOLKIT'] == 'windows':
+    BRANDING_FILES += [
+        'appname.bmp',
+        'bgintro.bmp',
+        'branding.nsi',
+        'clock.bmp',
+        'document.ico',
+        'firefox.ico',
+        'newtab.ico',
+        'newwindow.ico',
+        'particles.bmp',
+        'pbmode.ico',
+        'pencil-rtl.bmp',
+        'pencil.bmp',
+        'wizHeader.bmp',
+        'wizHeaderRTL.bmp',
+        'wizWatermark.bmp',
+     ]
+elif CONFIG['MOZ_WIDGET_TOOLKIT'] == 'cocoa':
+    BRANDING_FILES += [
+        'background.png',
+        'disk.icns',
+        'document.icns',
+        'dsstore',
+        'firefox.icns',
+    ]
+elif CONFIG['MOZ_WIDGET_GTK']:
+    BRANDING_FILES += [
+        'default16.png',
+        'default32.png',
+        'default48.png',
+        'mozicon128.png',
+    ]
diff --git a/browser/branding/nightly/Makefile.in b/browser/branding/nightly/Makefile.in
deleted file mode 100644
index 6fea2c9dc53..00000000000
--- a/browser/branding/nightly/Makefile.in
+++ /dev/null
@@ -1,48 +0,0 @@
-# This Source Code Form is subject to the terms of the Mozilla Public
-# License, v. 2.0. If a copy of the MPL was not distributed with this
-# file, You can obtain one at http://mozilla.org/MPL/2.0/.
-
-include $(topsrcdir)/config/config.mk
-
-ifeq ($(MOZ_WIDGET_TOOLKIT),windows)
-BRANDING_FILES := \
-	firefox.ico \
-	document.ico \
-	branding.nsi \
-	appname.bmp \
-	bgintro.bmp \
-	clock.bmp \
-	particles.bmp \
-	pencil.bmp \
-	pencil-rtl.bmp \
-	wizHeader.bmp \
-	wizHeaderRTL.bmp \
-	wizWatermark.bmp \
-	newwindow.ico \
-	newtab.ico \
-	pbmode.ico \
-	$(NULL)
-endif
-
-ifeq ($(MOZ_WIDGET_TOOLKIT),cocoa)
-BRANDING_FILES := \
-	background.png \
-	firefox.icns \
-	disk.icns \
-	document.icns \
-	dsstore \
-	$(NULL)
-endif
-
-ifdef MOZ_WIDGET_GTK
-BRANDING_FILES := \
-	default16.png \
-	default32.png \
-	default48.png \
-	mozicon128.png \
-	$(NULL)
-endif
-
-BRANDING_DEST := $(DIST)/branding
-BRANDING_TARGET := export
-INSTALL_TARGETS += BRANDING
diff --git a/browser/branding/nightly/moz.build b/browser/branding/nightly/moz.build
index ee56b1fecc1..3e58719c85a 100644
--- a/browser/branding/nightly/moz.build
+++ b/browser/branding/nightly/moz.build
@@ -9,7 +9,4 @@ DIRS += ['content', 'locales']
 DIST_SUBDIR = 'browser'
 export('DIST_SUBDIR')
 
-JS_PREFERENCE_FILES += [
-    'pref/firefox-branding.js',
-]
-
+include('../branding-common.mozbuild')
diff --git a/browser/branding/official/Makefile.in b/browser/branding/official/Makefile.in
deleted file mode 100644
index 6fea2c9dc53..00000000000
--- a/browser/branding/official/Makefile.in
+++ /dev/null
@@ -1,48 +0,0 @@
-# This Source Code Form is subject to the terms of the Mozilla Public
-# License, v. 2.0. If a copy of the MPL was not distributed with this
-# file, You can obtain one at http://mozilla.org/MPL/2.0/.
-
-include $(topsrcdir)/config/config.mk
-
-ifeq ($(MOZ_WIDGET_TOOLKIT),windows)
-BRANDING_FILES := \
-	firefox.ico \
-	document.ico \
-	branding.nsi \
-	appname.bmp \
-	bgintro.bmp \
-	clock.bmp \
-	particles.bmp \
-	pencil.bmp \
-	pencil-rtl.bmp \
-	wizHeader.bmp \
-	wizHeaderRTL.bmp \
-	wizWatermark.bmp \
-	newwindow.ico \
-	newtab.ico \
-	pbmode.ico \
-	$(NULL)
-endif
-
-ifeq ($(MOZ_WIDGET_TOOLKIT),cocoa)
-BRANDING_FILES := \
-	background.png \
-	firefox.icns \
-	disk.icns \
-	document.icns \
-	dsstore \
-	$(NULL)
-endif
-
-ifdef MOZ_WIDGET_GTK
-BRANDING_FILES := \
-	default16.png \
-	default32.png \
-	default48.png \
-	mozicon128.png \
-	$(NULL)
-endif
-
-BRANDING_DEST := $(DIST)/branding
-BRANDING_TARGET := export
-INSTALL_TARGETS += BRANDING
diff --git a/browser/branding/official/moz.build b/browser/branding/official/moz.build
index ee56b1fecc1..3e58719c85a 100644
--- a/browser/branding/official/moz.build
+++ b/browser/branding/official/moz.build
@@ -9,7 +9,4 @@ DIRS += ['content', 'locales']
 DIST_SUBDIR = 'browser'
 export('DIST_SUBDIR')
 
-JS_PREFERENCE_FILES += [
-    'pref/firefox-branding.js',
-]
-
+include('../branding-common.mozbuild')
diff --git a/browser/branding/unofficial/Makefile.in b/browser/branding/unofficial/Makefile.in
deleted file mode 100644
index 6fea2c9dc53..00000000000
--- a/browser/branding/unofficial/Makefile.in
+++ /dev/null
@@ -1,48 +0,0 @@
-# This Source Code Form is subject to the terms of the Mozilla Public
-# License, v. 2.0. If a copy of the MPL was not distributed with this
-# file, You can obtain one at http://mozilla.org/MPL/2.0/.
-
-include $(topsrcdir)/config/config.mk
-
-ifeq ($(MOZ_WIDGET_TOOLKIT),windows)
-BRANDING_FILES := \
-	firefox.ico \
-	document.ico \
-	branding.nsi \
-	appname.bmp \
-	bgintro.bmp \
-	clock.bmp \
-	particles.bmp \
-	pencil.bmp \
-	pencil-rtl.bmp \
-	wizHeader.bmp \
-	wizHeaderRTL.bmp \
-	wizWatermark.bmp \
-	newwindow.ico \
-	newtab.ico \
-	pbmode.ico \
-	$(NULL)
-endif
-
-ifeq ($(MOZ_WIDGET_TOOLKIT),cocoa)
-BRANDING_FILES := \
-	background.png \
-	firefox.icns \
-	disk.icns \
-	document.icns \
-	dsstore \
-	$(NULL)
-endif
-
-ifdef MOZ_WIDGET_GTK
-BRANDING_FILES := \
-	default16.png \
-	default32.png \
-	default48.png \
-	mozicon128.png \
-	$(NULL)
-endif
-
-BRANDING_DEST := $(DIST)/branding
-BRANDING_TARGET := export
-INSTALL_TARGETS += BRANDING
diff --git a/browser/branding/unofficial/moz.build b/browser/branding/unofficial/moz.build
index ee56b1fecc1..3e58719c85a 100644
--- a/browser/branding/unofficial/moz.build
+++ b/browser/branding/unofficial/moz.build
@@ -9,7 +9,4 @@ DIRS += ['content', 'locales']
 DIST_SUBDIR = 'browser'
 export('DIST_SUBDIR')
 
-JS_PREFERENCE_FILES += [
-    'pref/firefox-branding.js',
-]
-
+include('../branding-common.mozbuild')
diff --git a/python/mozbuild/mozbuild/backend/recursivemake.py b/python/mozbuild/mozbuild/backend/recursivemake.py
index 371c259a085..2138e593bad 100644
--- a/python/mozbuild/mozbuild/backend/recursivemake.py
+++ b/python/mozbuild/mozbuild/backend/recursivemake.py
@@ -28,6 +28,7 @@ import mozpack.path as mozpath
 from .common import CommonBackend
 from ..frontend.data import (
     AndroidEclipseProjectData,
+    BrandingFiles,
     ConfigFileSubstitution,
     ContextDerived,
     ContextWrapped,
@@ -377,6 +378,7 @@ class RecursiveMakeBackend(CommonBackend):
         self._install_manifests = {
             k: InstallManifest() for k in [
                 'dist_bin',
+                'dist_branding',
                 'dist_idl',
                 'dist_include',
                 'dist_public',
@@ -493,6 +495,9 @@ class RecursiveMakeBackend(CommonBackend):
         elif isinstance(obj, Resources):
             self._process_resources(obj, obj.resources, backend_file)
 
+        elif isinstance(obj, BrandingFiles):
+            self._process_branding_files(obj, obj.files, backend_file)
+
         elif isinstance(obj, JsPreferenceFile):
             if obj.path.startswith('/'):
                 backend_file.write('PREF_JS_EXPORTS += $(topsrcdir)%s\n' % obj.path)
@@ -940,6 +945,22 @@ INSTALL_TARGETS += %(prefix)s
             if not os.path.exists(source):
                 raise Exception('File listed in RESOURCE_FILES does not exist: %s' % source)
 
+    def _process_branding_files(self, obj, files, backend_file):
+        for source, dest, flags in self._walk_hierarchy(obj, files):
+            if flags and flags.source:
+                source = mozpath.normpath(mozpath.join(obj.srcdir, flags.source))
+            if not os.path.exists(source):
+                raise Exception('File listed in BRANDING_FILES does not exist: %s' % source)
+
+            self._install_manifests['dist_branding'].add_symlink(source, dest)
+
+        # Also emit the necessary rules to create $(DIST)/branding during partial
+        # tree builds. The locale makefiles rely on this working.
+        backend_file.write('NONRECURSIVE_TARGETS += export\n')
+        backend_file.write('NONRECURSIVE_TARGETS_export += branding\n')
+        backend_file.write('NONRECURSIVE_TARGETS_export_branding_DIRECTORY = $(DEPTH)\n')
+        backend_file.write('NONRECURSIVE_TARGETS_export_branding_TARGETS += install-dist/branding\n')
+
     def _process_installation_target(self, obj, backend_file):
         # A few makefiles need to be able to override the following rules via
         # make XPI_NAME=blah commands, so we default to the lazy evaluation as
diff --git a/python/mozbuild/mozbuild/frontend/context.py b/python/mozbuild/mozbuild/frontend/context.py
index 5ab86e2618f..aa53ee1975a 100644
--- a/python/mozbuild/mozbuild/frontend/context.py
+++ b/python/mozbuild/mozbuild/frontend/context.py
@@ -953,6 +953,27 @@ VARIABLES = {
         This variable can only be used on Linux.
         """, None),
 
+    'BRANDING_FILES': (HierarchicalStringListWithFlagsFactory({'source': unicode}), list,
+        """List of files to be installed into the branding directory.
+
+        ``BRANDING_FILES`` will copy (or symlink, if the platform supports it)
+        the contents of its files to the ``dist/branding`` directory. Files that
+        are destined for a subdirectory can be specified by accessing a field.
+        For example, to export ``foo.png`` to the top-level directory and
+        ``bar.png`` to the directory ``images/subdir``, append to
+        ``BRANDING_FILES`` like so::
+
+           BRANDING_FILES += ['foo.png']
+           BRANDING_FILES.images.subdir += ['bar.png']
+
+        If the source and destination have different file names, add the
+        destination name to the list and set the ``source`` property on the
+        entry, like so::
+
+           BRANDING_FILES.dir += ['baz.png']
+           BRANDING_FILES.dir['baz.png'].source = 'quux.png'
+        """, None),
+
     'RESOURCE_FILES': (HierarchicalStringListWithFlagsFactory({'preprocess': bool}), list,
         """List of resources to be exported, and in which subdirectories.
 
diff --git a/python/mozbuild/mozbuild/frontend/data.py b/python/mozbuild/mozbuild/frontend/data.py
index f80a15d4ec9..c59fc6840dc 100644
--- a/python/mozbuild/mozbuild/frontend/data.py
+++ b/python/mozbuild/mozbuild/frontend/data.py
@@ -248,6 +248,20 @@ class Resources(ContextDerived):
             defs.update(defines)
         self.defines = defs
 
+class BrandingFiles(ContextDerived):
+    """Sandbox container object for BRANDING_FILES, which is a
+    HierarchicalStringList.
+
+    We need an object derived from ContextDerived for use in the backend, so
+    this object fills that role. It just has a reference to the underlying
+    HierarchicalStringList, which is created when parsing BRANDING_FILES.
+    """
+    __slots__ = ('files')
+
+    def __init__(self, sandbox, files):
+        ContextDerived.__init__(self, sandbox)
+        self.files = files
+
 class JsPreferenceFile(ContextDerived):
     """Context derived container object for a Javascript preference file.
 
diff --git a/python/mozbuild/mozbuild/frontend/emitter.py b/python/mozbuild/mozbuild/frontend/emitter.py
index 66ceeec2f6e..cf4685dc055 100644
--- a/python/mozbuild/mozbuild/frontend/emitter.py
+++ b/python/mozbuild/mozbuild/frontend/emitter.py
@@ -25,6 +25,7 @@ import reftest
 import mozinfo
 
 from .data import (
+    BrandingFiles,
     ConfigFileSubstitution,
     ContextWrapped,
     Defines,
@@ -664,6 +665,10 @@ class TreeMetadataEmitter(LoggingMixin):
 
             yield DistFiles(context, dist_files, context['FINAL_TARGET'])
 
+        branding_files = context.get('BRANDING_FILES')
+        if branding_files:
+            yield BrandingFiles(context, branding_files)
+
         self._handle_libraries(context)
 
         for obj in self._process_test_manifests(context):
diff --git a/python/mozbuild/mozbuild/test/backend/data/branding-files/bar.ico b/python/mozbuild/mozbuild/test/backend/data/branding-files/bar.ico
new file mode 100644
index 00000000000..e69de29bb2d
diff --git a/python/mozbuild/mozbuild/test/backend/data/branding-files/foo.ico b/python/mozbuild/mozbuild/test/backend/data/branding-files/foo.ico
new file mode 100644
index 00000000000..e69de29bb2d
diff --git a/python/mozbuild/mozbuild/test/backend/data/branding-files/moz.build b/python/mozbuild/mozbuild/test/backend/data/branding-files/moz.build
new file mode 100644
index 00000000000..c515db46d94
--- /dev/null
+++ b/python/mozbuild/mozbuild/test/backend/data/branding-files/moz.build
@@ -0,0 +1,14 @@
+# Any copyright is dedicated to the Public Domain.
+# http://creativecommons.org/publicdomain/zero/1.0/
+
+BRANDING_FILES += [
+    'app.ico',
+    'bar.ico',
+    'sub/quux.png',
+]
+BRANDING_FILES['app.ico'].source = 'bar.ico'
+
+BRANDING_FILES.icons += [
+    'foo.ico',
+]
+
diff --git a/python/mozbuild/mozbuild/test/backend/data/branding-files/sub/quux.png b/python/mozbuild/mozbuild/test/backend/data/branding-files/sub/quux.png
new file mode 100644
index 00000000000..e69de29bb2d
diff --git a/python/mozbuild/mozbuild/test/backend/test_recursivemake.py b/python/mozbuild/mozbuild/test/backend/test_recursivemake.py
index 10b2273d030..c28821f11e8 100644
--- a/python/mozbuild/mozbuild/test/backend/test_recursivemake.py
+++ b/python/mozbuild/mozbuild/test/backend/test_recursivemake.py
@@ -405,6 +405,19 @@ class TestRecursiveMakeBackend(BackendTester):
         self.assertIn('res/tests/test.manifest', m)
         self.assertIn('res/tests/extra.manifest', m)
 
+    def test_branding_files(self):
+        """Ensure BRANDING_FILES is handled properly."""
+        env = self._consume('branding-files', RecursiveMakeBackend)
+
+        #BRANDING_FILES should appear in the dist_branding install manifest.
+        m = InstallManifest(path=os.path.join(env.topobjdir,
+            '_build_manifests', 'install', 'dist_branding'))
+        self.assertEqual(len(m), 4)
+        self.assertIn('app.ico', m)
+        self.assertIn('bar.ico', m)
+        self.assertIn('quux.png', m)
+        self.assertIn('icons/foo.ico', m)
+
     def test_js_preference_files(self):
         """Ensure PREF_JS_EXPORTS is written out correctly."""
         env = self._consume('js_preference_files', RecursiveMakeBackend)
diff --git a/python/mozbuild/mozbuild/test/frontend/data/branding-files/moz.build b/python/mozbuild/mozbuild/test/frontend/data/branding-files/moz.build
new file mode 100644
index 00000000000..13354e272f5
--- /dev/null
+++ b/python/mozbuild/mozbuild/test/frontend/data/branding-files/moz.build
@@ -0,0 +1,15 @@
+# Any copyright is dedicated to the Public Domain.
+# http://creativecommons.org/publicdomain/zero/1.0/
+
+BRANDING_FILES += [
+    'app.ico',
+    'bar.ico',
+    'baz.png',
+    'foo.xpm',
+]
+BRANDING_FILES['app.ico'].source = 'test/bar.ico'
+
+BRANDING_FILES.icons += [
+    'quux.icns',
+]
+
diff --git a/python/mozbuild/mozbuild/test/frontend/test_emitter.py b/python/mozbuild/mozbuild/test/frontend/test_emitter.py
index e0f4a8e3ec0..492b5299544 100644
--- a/python/mozbuild/mozbuild/test/frontend/test_emitter.py
+++ b/python/mozbuild/mozbuild/test/frontend/test_emitter.py
@@ -10,6 +10,7 @@ import unittest
 from mozunit import main
 
 from mozbuild.frontend.data import (
+    BrandingFiles,
     ConfigFileSubstitution,
     Defines,
     DistFiles,
@@ -345,6 +346,23 @@ class TestEmitterBasic(unittest.TestCase):
         overwrite = resources._children['overwrite']
         self.assertEqual(overwrite._strings, ['new.res'])
 
+    def test_branding_files(self):
+        reader = self.reader('branding-files')
+        objs = self.read_topsrcdir(reader)
+
+        self.assertEqual(len(objs), 1)
+        self.assertIsInstance(objs[0], BrandingFiles)
+
+        files = objs[0].files
+
+        self.assertEqual(files._strings, ['app.ico', 'bar.ico', 'baz.png', 'foo.xpm'])
+        self.assertEqual(files['app.ico'].source, 'test/bar.ico')
+
+        self.assertIn('icons', files._children)
+        icons = files._children['icons']
+
+        self.assertEqual(icons._strings, ['quux.icns'])
+
     def test_preferences_js(self):
         reader = self.reader('js_preference_files')
         objs = self.read_topsrcdir(reader)
diff --git a/xulrunner/app/Makefile.in b/xulrunner/app/Makefile.in
index 8486ebb2d96..98e377d69c8 100644
--- a/xulrunner/app/Makefile.in
+++ b/xulrunner/app/Makefile.in
@@ -38,19 +38,6 @@ endif
 #export:: brand.dtd.in
 #	$(call py_action,preprocessor,$(DEFINES) $(ACDEFINES) $^ -o brand.dtd)
 
-export::
-	$(NSINSTALL) -D $(DIST)/branding
-ifeq ($(OS_ARCH),WINNT)
-	cp $(srcdir)/xulrunner.ico   $(DIST)/branding/xulrunner.ico
-	cp $(srcdir)/xulrunner.ico   $(DIST)/branding/app.ico
-	cp $(srcdir)/document.ico  $(DIST)/branding/document.ico
-endif
-ifdef MOZ_WIDGET_GTK
-	cp $(srcdir)/default16.png   $(DIST)/branding/default16.png
-	cp $(srcdir)/default32.png   $(DIST)/branding/default32.png
-	cp $(srcdir)/default48.png   $(DIST)/branding/default48.png
-endif
-
 ifeq (cocoa,$(MOZ_WIDGET_TOOLKIT))
 
 FRAMEWORK_NAME = XUL
diff --git a/xulrunner/app/moz.build b/xulrunner/app/moz.build
index 541738e2cb2..791bdba9bd9 100644
--- a/xulrunner/app/moz.build
+++ b/xulrunner/app/moz.build
@@ -60,3 +60,17 @@ JS_PREFERENCE_FILES += [
     'xulrunner.js',
 ]
 
+if CONFIG['OS_ARCH'] == 'WINNT':
+    BRANDING_FILES += [
+        'app.ico',
+        'document.ico',
+        'xulrunner.ico',
+    ]
+    BRANDING_FILES['app.ico'].source = 'xulrunner.ico'
+
+if CONFIG['MOZ_WIDGET_GTK']:
+    BRANDING_FILES += [
+        'default16.png',
+        'default32.png',
+        'default48.png',
+    ]