Branding in Arizona

We know what “branding” is.
Entrepreneur Magazine describes it this way:
“Branding is one of the most important aspects of any business, large or small, retail or B2B. An effective brand strategy gives you a major edge in increasingly competitive markets.    Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors’. Your brand is derived from who you are, who you want to be and who people perceive you to be.”
And, according to the Arizona Supreme Court – that’s even more-so if the brand is on a cow!
I found it interesting that the Arizona’s highest court recently ruled that David Stambaugh, a cattle rancher in Eloy, who began using a Bar 7 brand on the left hip of his cattle some 40 years ago, has prevailed in a legal battle with another rancher who wanted to use the same brand on a different part of his cattle’s bodies.
Arizona Farm Bureau published an article in 2014 that stated:  “David Stambaugh will tell you one’s brand is one’s identity. Period.”  I agree and am glad the court does too.
The Supreme Court decision, written by Justice Robert Brutinel, said there was no discretion allowed.
Brutinel wrote:  “The statue clearly provides that a brand with an identical design or figure may not be recorded.”
The loser in the case, Roger Warner of the Eureka Springs Cattle Co., said he would now have to rebrand hundreds of cows.
I wonder if they’ll be issuing an RFP?