The meaning of the word “Brand” has evolved a great deal over time. The term originally referred to the practice of burning a mark onto something in order to designate ownership. It then evolved to include marks or stigmas put upon criminals or those in disgrace (The Scarlet Letter, anyone?). As early as the 1200’s, Italians began putting unique watermarks on paper. This was, perhaps, the birth of the definition of branding for which most of us think of today. According to the American Marketing Association, this type of branding is defined as a “name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.”