Brand provides an identity to any organization. Brand acts as a differentiating factor for any organization. People relate success and failure to the brands. If any organization is involved in manufacturing more than one product then people associate all the products to the overall brand image of the organization. For example in America people associate Yum Brands as a successful and powerful brand in food industry. They consider all the companies of Yum Brands viz. Pizza Hut, KFC and Taco Bell as successful companies. For them the success of Yum Brand matters and for all the individual companies, Pizza Hut, KFC and Taco Bell the brand identity and brand positioning of Yum Brands matters. Brand can be associated in the form of logo, tagline or sound. It helps customers in perceiving the products. The foremost benefit of Brand is that it helps in positioning the product in the hands of possible prospects. Branding also provides the legal benefits. In case if someone is trying to imitate the product of any company then Brand provides the legal benefits. Brands help in fighting the legal battles and can be useful for companies in term of completing legal formalities. Moreover Brand itself has an associated value hence Brands can be financially beneficial to the organization. Generally it has been observed in the case of well-established Brands that they are the huge assets for the organization. If the brand is already established then it is easy for the parent organization to launch new products as people do associate new products with established brands, for example if YUM brands open up a new chain of restaurants then people will go for it as YUM is an established brand in food business. YUM in itself represents reliability and good taste. People associate YUM with value for money, they trust YUM brands so they have a pre determined mind set that if YUM is launching a new set of restaurants then it will be good.