INTRODUCTIONBRANDINGBranding is used to refer to a large body of literature on how companies can use their brands to gain competitive advantage, through building brand equity, launching brand extensions , managing global brands and so on. forward.Brand is the name, term, design, symbol or any other characteristic that identifies a seller's good or service by distinguishing it from those of others. Initially, branding was adopted to differentiate one person's livestock from that of another by means of a distinctive symbol, and later it was used in business, marketing, and advertising. Today's modern concept of branding arose from the consumer packaged goods industry, and the branding process has changed to include much more than simply creating a way to identify a product or company. Branding is used to create emotional attachment to products and companies. Branding efforts create a feeling of involvement, a sense of superior quality, and an aura of intangible qualities surrounding the brand, mark, or symbol. Branding is also a way to build an important business asset, namely a good reputation. If a company has no reputation, or a less than stellar one, branding can help change that. Branding can create an expectation about the company's services or products and can encourage the company to maintain that expectation, or exceed it, by bringing better products and services to the market. History of BrandingThe shift in consumer taste from simple products to high-quality branded products is not sudden. It was born in the mid-20th century and companies selling various products needed a new way to differentiate their products from others by giving it a unique identity. Consumer packaged goods companies li...... middle of paper ... ... all existing meanings and definitions of the brands are provided. The history and evolution of the brands are also addressed. Secondly, light has been shed on the previous research of various authors on similar topics, providing a form of synthesis of the same. It helps to better understand the ongoing concepts and perceptions about the concept of branding and its importance. An effort has been made to do a comparative study on two tea marketing companies so as to practically understand consumers' perceptions and choices about the two brands. A survey is carried out by administering a questionnaire to a group of people of various ages who consume tea. The results are then summarized and consequently expressed with the help of standard methodologies which are then concluded by providing the various limitations and recommendations.