To earmark something, often used in reference to monetary funds, means to keep or designate it for a certain purpose. For example, a company might earmark certain funds for advertising.
The term earmark has been in use since at least the 1570s. It originally, and still does, refer to a distinguishing mark on an animal. It comes from English cattle raising. Although the English did not use brands, they needed a way to identify their cattle, especially the cattle that grazed on common pastures, those shared by numerous herds.

Herdsmen would cut a notch in the ears of their animals as a distinguishing mark so that their particular cattle could be identified as belonging to them. Today such ear notches are still sometimes used, as well as tags attached to the cow’s ear.
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