In the very old days, ranchers and farmers were victims of horse and cattle thieves. Hostilities and bad feelings resulted. Some of that still exists.

To protect their property, the owners seared their names, or a unique mark, into the hides of the livestock.  (Done humanely, of course.)  That way, all would know what was whose. This “brand” said, “Hey, get your thieving hands off of that—it’s mine!”

So branding started out to be a symbol of ownership.

Now it has changed horses, so to speak.  The buyer has become the co-owner of the brand. When the horse’s owner wants to sell, if he’s honest and trustworthy, he’ll vouch for the beast: it’s of high quality, and you can count on it!

That’s what brands are about now. A promise, based on the deserved reputation of the seller.

What is your brand?  Is it for sale?  Compare yours with a no-name—a generic product in your category.

I ask my students— What would happen if brands were not allowed?

• A few would say, “That would be good! Everything would be equal. The so-called brands wouldn’t be able to hoodwink us. It would a level playing field.”
• But most reflect and say, “Bad news.  You wouldn’t know what you are getting. Buyer beware!”