Branding wants people to know what it is and what it stands for on sight.

Coca Cola is known all over the world. Coca Cola is one of the supreme example of effective branding in our day. It can serve as a sort of ideal case of branding, the best case of branding. You'll find its name in every town, city, and state. You'll find its name in every country. You'll find its name on cups, mugs, plates, spoons, knives, straws, shirts, hats, bumper stickers, toys, bracelets, cars, etc. etc. You'll find its name everywhere. Its name won't necessarily be right in your face saying "buy me, buy me" - but it'll be in your face nevertheless. This is the idea behind branding. Branding wants to make a product cozy and safe and familiar. Branding wants people to know what it is and what it stands for on sight.