Branding is one of the most important elements of nearly every consumer item around. No matter what the product it is you're either making or selling, having a readily identifiable brand is vital. If you can not only make your brand something that people are used to, and therefore be more likely to purchase when confronted with a choice, but can adhere to product control enough to make it super-desirable you're really on to a winner because people will buy it 'sight unseen'. There are many possible example but the most obvious of course is Apple and their range of iDevices. There are many phones and tablets with better specifications, a wider range of features and much better value, yet such is the desirability that the the public cannot buy them quick enough. Such is the power of a readily identifiable brand. Indeed there is a joke I'm sure we've all heard that as long as it was sleekly designed and had 'i' in front of it, Apple customers will buy anything. However, the pitfall of having a brand that people adore is if you release a product that doesn't match up to the high standards previous ones have set then the public perception will quickly shift from "Brand X is awesome" into "Brand X isn't", regardless of the quality of the item itself. Kingston's Hyper X memory has been some of the highest performing memory for a long time, and just seeing that logo gives a warm sense that the item you've purchased will be great. So you can understand what a huge statement of confidence it is that Kingston have finally decided to brand the latest in their line of Solid State Drives as a Hyper X one. Does it live up to the name?