Synopsis Branding is the essence of marketing activity. It always stays in the heart of marketing strategy and seeks to remove a company from the harsh competition of the commodity type market by differentiating form the competitor's products. Branding is the only Mantra and Kaleema which gives a unique value to the company by simplifying the consumer's choices in the competitive market. Brand management and branding is indeed not an ancient promotional program or any other marketing tools, it is rather recent in origin. Its emergence as marketing management discipline is at the highest peak of importance due to globalization and opening of market to foreign brands. Management of a product needs a series of marketing programs. The programs may be segmentation, product positioning, adding new attributes in the product, distribution both physical distribution and channels of distribution, advertising, sales promotion, sales management, pricing policy and so on so forth. The force and essence of all these programs can be centered on 'brand management.