Although branding is a word often used in marketing, its meaning has changed over time. Initially, it was used by cattle ranchers to identify their cattle. Later, it was somewhat synonymous with “trademark,” a label to inform a consumer about the manufacturer of a product. For instance, Coca-Cola is a carbonated beverage made by the Coca-Cola Company. In today’s world, branding has acquired an even more subtle meaning: it’s a way of influencing perception.