Academics and industry professionals have frequently disagreed over how to apply specific business ideas, such as branding, which has led to the emergence of a group of "corruptive" users and learners of these concepts. This essay critiques the misuse of branding and offers a clear, step-by-step method for understanding its evolution and how to use it as a tactical tool in business processes. The relevant literature, observations, and interviews served as the study's foundation. The main conclusion is that attempts to "position" or "reposition" a brand are frequently mistaken for branding efforts. For example, utilising a brand or corporate identity to sponsor, colourize, or colonise an event is not branding in and of itself; rather, it is positioning or repositioning. It is advised that academics and industry professionals thoroughly examine the foundation of a concept before extrapolating it to specific contexts. Failure to do so can lead to incorrectly educating new students and bolstering the concept's legitimacy and acceptance among the business community at large.