Bono's Product (RED) initiative was created to raise awareness and money for The Global Fund to Fight AIDS, Tuberculosis and Malaria by teaming up with major corporations to market RED co-branded products. RED has been built upon the principle that "hard commerce" can be an appropriate vector...

Innovative branding approaches are emerging since the fundamentals of brand management are being called into question. This scenario has been enhanced by COVID-19, which has brought profound impacts from which a different world will emerge. Building on this, the purpose of this study is twofold....