What's in a name? The answers might surprise you. A name could make or break companies and mean the difference between worldwide recognition and small-town fame. Would Xerox have captured as much audience if it had been named Photocopier? Would Google have become the household name it now is had it been named Searcher? Naming companies, products, and services is only one aspect of branding. Branding is one of the most - if not the most - vital element of any business. Forget product distribution, location, or pricing. A product's brand is its definition, the name it identifies itself by and with. A brand distinguishes a product, service, or company from everything and everyone else. With good branding, you can exponentially increase product awareness, thereby chalking up more sales. This section gives the lowdown on branding, and how you can utilize it to sell your product, service, or even yourself!