Brands are more than just a name or a logo; they embody a story and a legacy that have been built over time. Behind every brand, there is a rich history and a unique set of circumstances that have shaped its identity and contributed to its success. These background stories have become an integral part of the brand, and they serve as an essential tool for building brand loyalty and connecting with customers. There are various brands that you think you know about, but do you really know them? In this series of articles we will be telling you unknown stories behind the known brands.

Brands are more than just a name or a logo; they embody a story and a legacy that have been built over time. Behind every brand, there is a rich history and a unique set of circumstances that have shaped its identity and contributed to its success. These background stories have become an integral part of the brand, and they serve as an essential tool for building brand loyalty and connecting with customers. There are various brands that you think you know about, but do you really know them? In this series of articles we will be telling you unknown stories behind the known brands

Brands are more than just a name or a logo; they embody a story and a legacy that have been built over time. Behind every brand, there is a rich history and a unique set of circumstances that have shaped its identity and contributed to its success. These background stories have become an integral part of the brand, and they serve as an essential tool for building brand loyalty and connecting with customers. There are various brands that you think you know about, but do you really know them? In this series of articles, we will share with you little known stories behind the famous brands

Environmentalism and environmental, social, and governance (ESG) criteria have become important considerations in the present times. However, the concern for environmental degradation is becoming res communis, instead of the environment itself. This has led many businesses to focus on becoming environment friendly by reducing waste, cutting emissions, recycling, and using renewable energy inter alia. Since the number of consumers whose purchasing decisions are swayed by the impact of environment on the products and/or services they purchase, has grown substantially, it has correspondingly led

Jean-Noël Kapferer is an Emiritus Professor of Marketing at HEC Paris. He is known for his works on brand identity, strategic brand management, brand portfolios, brand architectures. He is a Ph.D. from Kellogg Business School. In 1966, Kapferer invented The Kapferer Brand Identity Prism through which any brand owner can analyse the identity of his/her brand with the six elements from the prism. In this article, we will understand this brilliant branding/marketing tool in simpler terms

Dear colleagues and friends, I amvery hopeful that the present crisis will be over soon. I am positive that the world and we will come out stronger and better experienced from this event that is just a blip on the eons of humanity. I am optimistic that we will cross this period to a better future. Of course, we will be sad for those who could not make it and remember them forever.