diff --git a/openerp/addons/base/ir/ir_ui_view.py b/openerp/addons/base/ir/ir_ui_view.py
index da2618ea8f5..8c4eb965edb 100644
--- a/openerp/addons/base/ir/ir_ui_view.py
+++ b/openerp/addons/base/ir/ir_ui_view.py
@@ -728,6 +728,18 @@ class view(osv.osv):
     def clear_cache(self):
         self.read_template.clear_cache(self)
 
+    def _contains_branded(self, node):
+        return node.tag == 't'\
+            or 't-raw' in node.attrib\
+            or any(self.is_node_branded(child) for child in node.iterdescendants())
+
+    def _pop_view_branding(self, element):
+        distributed_branding = dict(
+            (attribute, element.attrib.pop(attribute))
+            for attribute in MOVABLE_BRANDING
+            if element.get(attribute))
+        return distributed_branding
+
     def distribute_branding(self, e, branding=None, parent_xpath='',
                             index_map=misc.ConstantMapping(1)):
         if e.get('t-ignore') or e.tag == 'head':
@@ -742,15 +754,15 @@ class view(osv.osv):
             e.set('data-oe-xpath', node_path)
         if not e.get('data-oe-model'): return
 
-        # if a branded element contains branded elements distribute own
-        # branding to children unless it's t-raw, then just remove branding
-        # on current element
-        if e.tag == 't' or 't-raw' in e.attrib or \
-                any(self.is_node_branded(child) for child in e.iterdescendants()):
-            distributed_branding = dict(
-                (attribute, e.attrib.pop(attribute))
-                for attribute in MOVABLE_BRANDING
-                if e.get(attribute))
+        if set(('t-esc', 't-escf', 't-raw', 't-rawf')).intersection(e.attrib):
+            # nodes which fully generate their content and have no reason to
+            # be branded because they can not sensibly be edited
+            self._pop_view_branding(e)
+        elif self._contains_branded(e):
+            # if a branded element contains branded elements distribute own
+            # branding to children unless it's t-raw, then just remove branding
+            # on current element
+            distributed_branding = self._pop_view_branding(e)
 
             if 't-raw' not in e.attrib:
                 # TODO: collections.Counter if remove p2.6 compat
diff --git a/openerp/addons/base/tests/test_views.py b/openerp/addons/base/tests/test_views.py
index 414285f5fc7..82a0980853f 100644
--- a/openerp/addons/base/tests/test_views.py
+++ b/openerp/addons/base/tests/test_views.py
@@ -545,10 +545,23 @@ class TestTemplating(ViewCase):
             )
         )
 
-    @unittest2.expectedFailure
     def test_esc_no_branding(self):
-        self.fail("View branding should be removed on t-esc or other terminal "
-                  "branded node with no content (r-raw, *f)")
+        Views = self.registry('ir.ui.view')
+        id = Views.create(self.cr, self.uid, {
+            'name': "Base View",
+            'type': 'qweb',
+            'arch': """<root>
+                <item><span t-esc="foo"/></item>
+            </root>""",
+        })
+
+        arch_string = Views.read_combined(
+            self.cr, self.uid, id, fields=['arch'],
+            context={'inherit_branding': True})['arch']
+        arch = ET.fromstring(arch_string)
+        Views.distribute_branding(arch)
+
+        self.assertEqual(arch, E.root(E.item(E.span({'t-esc': "foo"}))))
 
     @unittest2.expectedFailure
     def test_ignore_unbrand(self):