The American Marketing Association defines a brand as a “Name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.” A brand is thus a product or service whose dimensions differentiate it in some ways from other products or services designed to satisfy the same need. A brand can take many forms, including a name, sign, symbol, color combination or slogan. For example, Coca Cola is the name of a brand make by a particular company. The word branding began simply as a way to tell one person’s cattle from another by means of a hot iron stamp. The word brand has continued to evolve to encompass identity—it affects the personality of a product, company or service. It is defined by a perception, good or bad, that your customers or prospects have about you.