Brand Building

Beauty care firm Pilgrim raises $20 mn in funding for business expansion

Company says it will use money for brand building, research, and bolstering its offline presence

Moving with the times: Why Air India could give Maharaja a royal snub

The maharaja was created at a time when the airline had a very small marketing budget

Using symbols to build brands

Sengol became one of the most recognised Tamil words in India last month. Marketers can still only dream of such ubiquity for the symbols they lovingly create

Buy a brand or build a brand?

One simple reason why companies acquire brands (and businesses) is because that is an easy way to show growth. But the cost can be huge

Starbucks co-founder Zev Siegl spills the beans about building a brand

Starbucks co-founder Zev Siegl, who was on a visit to India to attend Global Investors Meet in Bengaluru, was seen at a restaurant enjoying filter coffee and masala dosa

Carlyle to acquire minority stake in Gujarat tile firm Varmora Granito

Indian company says it will use partnership for investments in brand building and, expanding distribution

Round-2 of Sebamed-HUL ad war: German firm offers free test kits for soaps

Company says has avoided comparative advertising after HC order, kits can be used to check pH value of soaps; verdict of ongoing court battle on Tuesday

Housing.com logs 60% traffic surge from pre-Covid level; to focus on tech

To cater to the rising trafiic from smaller towns, CEO said Housing.com has been launched in Hindi and the platform will soon be available in other regional languages

What is brand-building? Ramdev's swadeshi message at Goafest kick-off

Patanjali is now recognised as an aggressive brand, with a turnover of Rs 100 billion and counting

Brand-building in a mobile-first world

Brand building tools were pretty simple in the India of the 50s, 60s and 70s

6 E framework to build brands

Strong brands must go beyond product design and communication

Sustainable, safe and secure

The three S's are a necessary condition for brand building in the packaged foods industry

Brands grapple with sustainability trend this holiday season

Data shows that shoppers are increasingly looking for clothes made of higher-quality materials or they're keeping their existing clothes longer