The blog contains three separate stories on brands, presented in the chronological order of their appearance in this month’s newspapers. The last story is the shortest, and the second longest, with two write-ups attached.

Brand endorsements by celebrities and influencers have become common, with a shift in preference from traditional movie stars to cricketers. According to Kroll’s 2024 Celebrity Brand Valuation Study, Virat Kohli is the top brand endorser in India, followed by Bollywood actors Ranveer Singh, Shah Rukh Khan, Akshay Kumar, and Alia Bhatt.

Marketers are always looking for new faces and more cost-effective options, which has led them to 22-year-old shooting sensation Manu Bhaker. Her remarkable performance at the 2024 Paris Olympics, where she won two bronze medals and set an Indian record, has elevated her to celebrity status. Being referred to as a “brand” in headlines, Manu Bhaker’s rise is a positive development that could rejuvenate India’s sports scene. The overwhelming financial support for cricket was held responsible for the low turnout in other sports. The above news will prompt parents to consider alternative sports as a feasible career path for their children. However, Manu Bhaker must ensure that the flood of endorsements doesn’t distract her from striving for gold at the 2028 Los Angeles Olympics.

Sanjiv Mehta, a London-based entrepreneur with roots in his family’s traditional diamond business, is embarking on an ambitious venture. His endeavour is to evoke pride among Indians, as he seeks to transform ‘East India Company’ a brand historically linked to colonization, slavery, opium, warfare, and transnational trade into a contemporary premium luxury brand. This bold move aims to shift the brand’s negative perception of Indians to a positive association with the global community.

Mehta is joined by Anand Mahindra, a visionary entrepreneur, and Yusuf Ali, the wealthiest Malayalee, in this calculated risk. As they operate from the heart of the UK, it remains to be seen how the brand will be received as an international luxury brand. Only time will determine the success of this venture.

In a strategic move, the Kerala government’s Department of Industries and Commerce is transforming the state into a globally recognisable brand, synonymous with quality and ethics. This initiative invites entrepreneurs to leverage the Kerala brand to launch their products in the international market. This combines the individual product brands with the state’s brand reputation. Six coconut oil manufacturers have already joined this pioneering effort.

Value addition is key to increasing returns on agricultural products, and branding is a proven way to enhance product value, commanding higher prices and better returns for farmers. This approach can be replicated for other indigenous Kerala products. It is hoped that entrepreneurs from the state will embrace this initiative, paving the way for their entry into national and international markets, and ultimately, achieving success and recognition.

The three stories take us in three diverse directions. The first tells the story of an athlete being transformed into a lucrative brand. The third story focuses on leveraging the globally renowned name of Kerala state. Meanwhile, the second story is unprecedented, as it involves transforming the image of a brand from negative to positive.