The history of UGG ® registered trademark of Australia began in 1978, when Brian Smith, a young surfer, introduced his sheepskin boots in California and became popular among surfers. It was acquired by Decker’s outdoor corporation in 1995. In the next couple of years, the product line grew to include two boots, four slippers, and a few casuals. It was only in 1998 that UGG ® came in the list of the world’s finest footwear. UGG ® was positioned as the high-end luxury product and brand and a matching appropriate marketing and distribution strategy were adopted. This high-end product, the symbol of luxury and comfort, soon started expanding beyond Australia and beaches of California. In 2003 it was named brand of the year in footwear news. The brand promise of UGG ® is an accessible luxury. Their products fit into the everyday life of the customers. Their products are fashionable, comfortable and yet attainable and that explains their philosophy. The target customers are those people who value luxury, comfort and highest quality footwear. The quality is ensured by using the highest quality of leather, suede and the world’s finest sheepskin. Their mission statement is UGG ® Australia markets the premier brand in luxury and comfort. UGG has their concept stores in North America, Europe, and the Asia Pacific. Apart from that they have their own authorized retailers and authorized online retailers almost all over the world (UGG, 2011). Today’s world is flooded with brands. We have witnessed the branding of almost everything around us including people. Even places, institutes, events, literally everything is branded.