Meaning of Branding

A discussion in orkut branding community motivated me to look into the dictionary for the meaning of word brand.

I had a look at the oxford dictionary. It gives the meaning for brand as:

n. burning or charred log or stick,permanent mark deliberately made by hot iron, stigma, trade mark, goods of particular mark or trade mark, iron stamp for burning-in a mark

v.t. burn with hot iron, label with trade mark, impress on memory, stigmatize

I think using the meaning "impress on memory" is more appropriate when we are talking of branding now in marketing.