When I picked up a mare from the feedlot I took her to my local dog/cat vet and had them scan for a microchip and it immediately identified the chip and with some online research I was able to identify the company the microchip was registered with. I realized later that her microchip was indeed on her coggins the entire time! The first time I looked at the coggins, I did not notice it at all.
Maybe some feedlots do check for microchips, after all a horse that is registered is a lot more valuable. Now once the horse ships to the killer, they don’t bother checking but I suppose that goes for brands too. Once the horse ships, it is gone.
Branding is an excellent way of identifying a horse, as long as the people at the auction or sale pen recognize the brand.
People specialize in a certain breed- Brands commonly used in Paso Finos, might not be recognized by QH folks, etc. The fact that a horse is branded does not necessarily mean the horse is a valuable horse. After all the horse may have behavior problems or lameness issues and that is why it ended up there.
If you want to be extra cautious, you should Microchip AND Brand. I think Branding is mostly just a deterrent to theft. Microchipping does allow you to trace a horse back to a previous owner easier than a brand does.
For that matter, I picked up an older QH once with at least 3 brands on her- overkill in my opinion- and she bronco bucked under saddle. I had to completely restart her as someone clearly had rodeo’d her. One brand is sufficient, you certainly don’t need 3 brands!
My personal horses are microchipped, not branded. If I was worried about theft I would put up security cameras.