A brand is comparable to a living being: having an identity, a personality with a name, culture, vision and intelligence. Branding is done to identify and distinguish a product with ease. Today, brands are being discussed in the context of social issues, economics and politics. They play a...

Sustainability is conceptualized against three pillars of environmental protection, social responsibility and economic development representing planet, people and profit. However, the concept of sustainability as per the private sector is still narrow which interprets it as environmental...