Abstract: Branding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Driven in part by this intense industry interest, academic researchers have explored a number of different brand-related topics in recent years, generating scores of papers, articles, research reports, and books. This paper identifies some of the influential work in the branding area of Bank of Baroda, highlighting what has been learned from the change in the logo of the bank and what is its impact on the financial perforce before and after rebranding . The paper also outlines some gaps that exist in the research of branding of the Bank and the significance of new logo of Bank of Baroda.