I've been asked to build a "landing page" for a local branch of an international corporation. While the corporation has a well-established domain name, the local office wants to use a unique, separate url that will be easy for them to relay to clients. However, the corporation is considered a category leader, so the local office is also concerned about the importance to carrying over the company's brand to the URL.

Questions that have arisen:

1. From an SEO perspective, is there a benefit to including the brand name in the URL?
2. Would it be more beneficial to buy a domain that relates generically to the INDUSTRY as opposed to the specific brand name?
3. Would the benefits of an easy-to-remember, short domain outweigh any SEO benefits that might be gained by a longer, brand-specific domain?