When one says Branding, it is always associated with big brands like Apple, Nike, Adidas, Gucci, Chanel, etc. People have a social stigma that the term brand is reserved for big companies that have international recognition. Thus many small companies underestimate themselves and do not place enough effort or importance to invest in branding.
In 2014, Harvard's Program on Negotiation bestowed the title of "Great Negotiator" to Singaporean diplomat Tommy Koh. Mr. Koh was the youngest ambassador in the United Nations, and later became Singapore's Ambassador to the United States.