Dear Satchi, Branding is a major component of marketing for a long period of time. It got more intense thanks to the attention economy study of human behavior of buying, how they get influenced by the circle of influence (friends and relatives) and how they recognize the products and services. The human mind recognizes the pattern faster than relying on the memories and that is why young kids are taught patterns to teach something new. Even as adults, we relate a lot of things to the pattern. When you don't remember the phone number of someone, your mind uses pattern recognition to dial that phone number. You mostly remember where you kept things at home only by the appearance of the nearby things. Many times, a lost thing can be found by remembering the related incidents of what happened when you kept something in a place.