The effect of branding is powerful, or nearly every company would not feel the need to have a name and a logo. The power of branding is to influence actions; a strong brand can lubricate the process of asking for purchases, likes, shares, donations, or whatever action a business desires. This is because of our subconscious ability to gather reputations.
Understand the terms marketers use when discussing brands. These will not only teach you the language but give you a better perspective on brand marketing.