The purpose of branding is to create high brand familiarity and positive brand image which contribute to the building of brand equity. The underlying mechanisms, both at a cognitive and electrophysiological level, are poorly understood. The main goal of this study will be the exploration of the electrophysiological correlates of branding of a familiar product and compare these effects across different media channels. If branding through TV, as explored in one study, produces a certain effect on brain waves, does branding in print and online produce the same or similar effect?