The word brand, derives from the practice of branding. Farmers and cowboys alike used a steaming hot branding iron to burn the initials of the owner on livestock. This enabled farmers to recognize their own cattle and buyers to distinguish the cattle of certain farmers from other, possibly inferior ones. According to the new, more holistic definition of a brand, they are no longer a marketing-driven and advertising driven concept, but a more comprehensive concept that incorporates everything a company does. A clear evolution can be seen in the theory of brands from the previously mentioned definitions. In the 1930’s the brand was considered a particular trademark or logo. It was a tangible representation of the product and whom it belonged to.