Brand World

The 184-year-old global electrical energy company rewires the brand around environmental concerns, looks for a direct connection with consumers

Rage and fulmination are the norm and brands are vulnerable as they define their online identities, said several experts

The 50-year-old soap is repackaging the brand promise, using its medicinal tag to ride the growing demand for herbal and natural products

From consumer goods to fashion and lifestyle as well as aircraft manufacturers, cause-led advertising rules the day

While Hyundai is talking about its product through the consumer, online food delivery service provider Swiggy have made technicians and delivery boys, respectively, the protagonists of their ads

RP-Sanjiv Goenka Group launches a mass-market apparel label, but getting customers is a big challenge

Company is extending its brand footprint deeper into its core category of consumers: Women

McDonald's, Subway, Wendy's, Domino's positioning as healthy food joints. Are consumers buying into it?

Hospitality chains are looking for operational efficiencies without diluting their brands

A band of local brands is using traditional knowledge from private investors to guard their turf

Will Thums Up change the endorsement game for Ranveer Singh?

Ad agencies are not pre-empting the changes, nor are they adapting themselves fast enough

The year has forced an overhaul within the advertising, marketing and branding community

In China, local brands comprise 75%of shopper decisions followed by Indonesia (61%) and India (57%)

Shoppers are increasingly visiting only one modern-trade store

At the core of brands success is the experience it creates for a fan

The company is leveraging its alliance with Starbucks as it takes the first steps towards crafting a premium brand of coffee from its estates

The sportswear brand wears its checks on its sleeve, looks to leverage its homegrown credentials and set itself apart from other labels in the market

New rules on brand-endorser relationships could change the game; push up endorsement fees and get brands to rethink their options

The retail chain is leveraging its past relationships and using its repository of customer data to plot its future course