Ingredient branding, as one of the potent branding strategies, relies upon the added equity based on a strategic alliance of two brands. This article aims to discuss the fundamentals of ingredient branding and consolidate the extant knowledge with the help of an extensive literature review. A set of implementation guidelines for ingredient branding strategy, as well as the risks associated with the strategy, have been discussed. Finally, it has been argued that ingredient branding, due to its nuances and advantages can be useful for a firm to differentiate against its competitors in a highly commoditized market. This article will help managers and marketers decide about adopting an ingredient branding strategy, and choosing the right ingredient for the host brand to achieve a sustainable differentiation against competition.

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TV news channels have been facing competition not just from the industry rivals but also from the players disseminating news from different platforms. This has made it imperative for the news channels to devise marketing strategies that can be targeted on specific audience in an effective manner. The first step hence is to identify these segments which can be targeted. TV news channels need to understand the association between various demographic variables and the attributes related to the consumption of news on TV News channels. However, there are limited studies that link specific demographic variables to the TV new consumptions behaviour in India leaving channels to market to its audience in a one-size- fits-all manner which is expensive and ineffective. Findings suggest that there are specific associations between some of the demographic variables and traits that define consumption behaviour of audience on TV news channel. The findings can help TV news channels to identify the right segment for their content, while also create newer content based on the identified segments based on demographic variables. It would also help the channels to spend their marketing dollars on narrower and specific segments of audience, thus achieving better returns on their marketing spends.

While climate change has had a severe effect globally, its impact is often the highest on the most vulnerable segments of the society. Indian farmers who are already reeling under the pressure in farming owing to high rates of credit interest, falling size of land holding and overcapacity in terms of people engaged in farming, have been affected badly by the climate change and its outcome. Climate change has had negative economic impact on Indian farmers pushing them into debt trap and sometimes to the most unfortunate situation of committing suicide. Climate change comprises of many components but the most important ones in terms of impact on farming are – temperature fluctuation and untimely or deficient rains.

Limited theoretical support on establishing a brand as a source of sustainable competitive advantage (SCA) has impaired the idea of strengthening brands for SCA. Acknowledging brands as assets and exploring brand makeover strategies could be helpful for an organisation to create and sustain a competitive advantage. This paper aims at proposing and cementing this view about brands and explores various strategies for brands to enjoy competitive advantage. An extensive literature review has been carried out to build associations between a brand and resulting SCA, and a theoretical classification that can encapsulate all possible brand makeover strategies has been proposed by analysing various facets of brands, known as brand elements. Firms must ensure that brands undergo a makeover regularly in order to sustain this competitive advantage. Brand makeover strategies will help marketing managers to secure and exploit brands as an asset in the long term and in a profitable way.