Page 4 - Brands

Captain Cool retires, but Brand Dhoni still a force to reckon with

His knack of reinventing himself will hold him in good stead, image consultants say

Arvind Lifestyle Brands receives Rs 260 cr from Flipkart for minority stake

Arvind Youth Brands is Arvind Fashions' recently formed subsidiary which will own the Flying Machine brand

Accelerating digital engagement, brands practice the art of being social

With brand-customer engagements restricted to an online-only universe, advertisers look at ways to wield the double-edged digital sword

With customer behaviour changing, Eno & Sensodyne lace up for digital race

With the creative ecosystem being overhauled in a lockdown, GSK Consumer refurbishes the digital branding toolkit

Small and local brands grow big in FMCG market amid coronavirus lockdown

Companies say low-unit packs as well as lesser-known brands seeing greater traction during lockdown

How brands are adopting creative ways to communicate amid Covid-19 lockdown

The problem is deep, if one were to look at the consumer responses to a recent study from Kantar to assess how they expected businesses to act during the coronavirus pandemic

Hurt by consumption slowdown earlier, small brands bounce back in lockdown

Over 150 new players seen in hygiene category alone; food business also sees similar rush

Stay home, stay safe: Brands try to convey message of optimism amid crisis

Advertisers ask consumers to stay calm and keep their distance, find ways to keep the engagement going under a lockdown

Amul to Dettol: Brands go viral with safety messages about coronavirus

From advisories and warnings to smart witticisms, brands across categories are reaching out to consumers over the shadow of Covid-19

European firms to see value erosion by 1 trn euro as Covid-19 hurts: Report

The top 100 European corporations will see their brand value erode by a whopping 1 trillion euros this year due to the impact of coronavirus pandemic on their revenue as well as profit, says a report. This brand erosion will be mostly felt by airlines, oil & gas, tourism & leisure, restaurants, and retail companies whose businesses are the worst hit, Brand Finance said in a report. However, the automobile sector led mostly by the German companies will be the main winners. Mercedez topped the list of gainers. Hotels, airlines and airports are the worst affected by the pandemic and the impact on them will increase as more and more cities are under lockdowns and governments unveil more measures of social distancing by shutting down public transport, closing borders, the report said. It can be noted that continental Europe has become the nerve centre of the pandemic. Already Italy has overtaken China in the number of deaths by a huge margin and Spain and France are also in the ...

Divided we stand, united we fall

Most brands, except those in the hygiene category, have largely gone into self imposed quarantine as far as advertising is concerned

Brands break gender stereotype as PepsiCo, Hero bring in women cricketers

Brands are turning to women cricketers also as part of a larger shift in the advertising narrative.

Branded generics: Uncertainty or opportunity?

The rules of the game in India's branded generics market are fuzzy to say the least

Brands, good and bad

Apple does not allow bad characters in films to use its iPhone

For Valentine's Day, brands look for love in the age of social media

Brands spiced up the message of love with social causes and share-able videos

Unlike tactical cashbacks, loyalty plans are strategic: Payback India CEO

The design of a loyalty programme needs to ensure that there is a clear and defined objective, says Gautam Kaushik

The rapid rise of user-generated content and brands' TikTok challenge

User-generated content has upended the rules of traditional communication

Consulting to tech firms, brands are busy swatting away online crusaders

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

From Airtel to SpiceJet: Brands gather around for the Rajini stardust

Airtel, Bookmyshow, SpiceJet, Cadbury and several other brands have hitched their wagons onto the superstar's upcoming cop thriller Darbar

Brand persuasion: How firms lean on influencers to rope in loyal customers

With brands of all sizes, and across categories, leaning heavily on influencers, the world of online persuaders is in for a makeover