Historically, branding was how a ranch displayed ownership of its livestock using particular symbols. While your logo and other graphics serve to represent ownership of the products or services provided by your business, effective branding should also instill in your targeted market a sense of trust and satisfaction. It should present emotional appeal.
Word-of-mouth can build branding equity in your business. When someone talks about your business in a positive way, they are reinforcing that you can be trusted, creating value in your brand. Franchises leverage strong brand recognition as a selling point for buying into the franchise, because it has already built the brand and established trust in the minds of consumers at large.