Branding is one of the most powerful tools in the marketing arsenal and important aspect of business strategy. Some times it is considered to be merely an advertising function. Branding is a process to establish competitive advantage and expressing corporate values and identities. Branding is a form of rhetorical instrument to persuade people to think differently. Acquisitions and Organic growth are two basic directions in the process of brand building. Branding is a subset of an over all marketing plan which, in turn, is a subset of the overall business plan. US companies have been successful at creating brands to secure global market leadership and mitigate risk.