People are constantly forming perceptions. But we don’t have to leave the process to chance. Every day, we have opportunities to shape other’s perceptions. That is what brand building is about: the deliberate and skillful application of effort to create a desired perception in the mind of another person. People don’t drink a sweet tasting brown liquid but they drink Coca- Cola, with all the connotations surrounding that brand. The value of brands resides in the minds of those who use them. Brands may start life in planning documents but ultimately they rest in the minds and hearts of people. Brands are thus much more than just logos or names. They are the culminations of a user’s total experience with the product or service over many years. This study is an attempt to understand the concept of brand, its evolution, various aspects of brands. This study gives us an opportunity to learn the power of branding.