there are few NPHC men in my area (that i know of), so this isn't based on a huge sampling. from what we've talked about, NPHC men only get branded if they really want to. they've never mentioned feeling pressured to do it by others. i get the same impression from those on GC. a tatoo can be removed, a brand can't, so it appears that it is taken very seriously by those who consider it.
now, that's not saying it couldn't be hazing.....it depends on the situation. but, just branding in and of itself should not.
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