INSIGHTS

Introduction: Branding is More than the Tangible The age of digitalisation means that branding no longer remains in the implementation of a logo, slogan, or product design. Individual identity and brand identity are merging more and more. Celebrities, sportsmen, and influencers also exploit their personae to earn money, performing and selling themselves at the same time. Can a human body part, a gesture, a posture or even a facial feature be trademarked? If you thought of the

Imagine walking through the streets of any city in India, and coming across a store named “ZARAAA”- the same branding colours, a similar...

India's Bollywood is the booming and shining face of the movie-instituted economy wherein, by producing thousands of films within one...

Parody, nowadays, can be seen as an astute commentary of society, a witting satire, or even just a humorous event. From film to memes to...