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The advent of social media was supposed to usher in a new era for branding. There was a mad rush to create ‘branded’ social pages as companies wanted to ride the next wave in connecting with their customers. The idea of in-built virality where information would travel at mindboggling speeds through networks, rapidly reaching target …

Disney’s decision to purchase Marvel Comics was a brilliant one. The same goes for Time Warner and DC Comics. Why? Simply because both these media giants are now sitting on some of the hottest intellectual properties in the world. When these comic book companies functioned on their own, their annual profits were to the tune …

Some say branding is a science. Others call it an art. Yet others put it down as a combination of the two. Whatever it may be, there is certainly agreement about one thing. That branding is not a one-time activity. It is an ongoing process that needs to be performed in a systematic and consistent …

Bollywood’s love for extensions is legendary. No, I don’t mean hair extensions, which although gaining in popularity, is a very recent phenomenon. In branding, an extension is a new product introduced by a company using an established brand name. There are generally two categories of extensions – line extensions wherein the product category served remains …

The concept of branding is oft confused with advertising. But the distinction is important to understand as both serve different functions. Advertising is all about persuasion – the idea is to convince in a particular direction. It is an in your face channel to attain a marketing objective. Branding, on the other hand, is more …