The report will attempt to address the importance of the relationship between consumers, businesses and the key brands. In the first part of the report, we will introduce branding and its relationship with the consumers. By defining the idea of ‘brand’, we can understand what is brand made up of and how it has the ability to affect the consumers. Next we will explain the ‘country of origin’ effect. Country of origin effect exists when the product choice is influenced by the producer’s source country or country of manufacturer. Through this, we explain how consumers are affected by this effect. Following, we will proceed to explain the types of branding in the market. Branding has been divided into three mains categories, namely: Private branding, National branding and Global branding. In the different sub-sections, we explain each type of branding and the effect of each type of branding