Branding is a term marketers use to explain the relationship a customer has with a product or service. A good brand captures a customer’s imagination and becomes a solution for what they need. We want to Xerox a piece of paper or when we are about to sneeze we ask for a Kleenex. Branding is not limited to consumer products. Individuals and services can be branded as well. Look at Emeril Lagasse and Martha Stewart. Both are great examples of branding in action.