The term "branding" associates itself with promise of quality, trust, and reputation. There is no second opinion that brands add value to the products. The purpose of branding is to promote sales by increasing recognition in the market. Branding helps you to make a stand in the crowd and to establish differentiated presence in the market. In a competitive world, branding has become a vital component. It reflects personality, image, and spirit of organization. In today's fast-paced world, people are very busy and thus they adhere to familiarity. Familiarity relates itself to brands. When people are familiar with brands, they tend to favor and develop a high degree of loyalty to brands. Brands provide consumers with some kind of guarantee that it is a genuine product. It influences consumer behavior as it represents some kind of meaning system.

A complete investigation into each business is time-consuming and is next to impossible. The end users tend to skip investigation. At this phase of dilemma, "brands" and "branding" come into play. A brand name informs consumers about company's position and reputation that enables them to make informed decisions and trust the service that business offers. Consumers establish relationship with brands, with companies delivering memorable experience to customers. Brands form an abstract contract between providers and consumers often resolving issues and problems related to decision-making through the charismatic effect they exert on the consumers.