This lesson introduces the concept of “brand” as a distinctive identity that evokes certain thoughts and feelings. While this concept is particularly useful for marketing, brand or branding is not unique to marketing. Tiger Woods is a brand, so is President Obama, as is the United States of America. Each of these names signifies distinct feelings, ideas and associations all over the world. For marketing, the importance of branding lies in the ability to streamline efforts to reach the customer and to increase profits. In this lesson, students begin by presenting a personal brand. Students then analyze their perception of the brand, and how that perception was created.