Synopsis In a rapidly evolving market threatened by fast product obsolescence, changing consumer demographics and tastes, fragmented media and markets and increased competition, companies have had to take the branding route to have a sustainable competitive edge even in sectors such as financial products and services. It focuses on the evolution of branding, its methods of implementation and various branding concepts and a hard look at issues relevant to commodity branding and the strategies used in developing a products brand equity, and are backed up with cases from the Indian corporate world.