{"id":41553,"date":"2026-05-20T11:07:02","date_gmt":"2026-05-20T11:07:02","guid":{"rendered":"https:\/\/krea.edu.in\/ifmrgsb\/?p=41553"},"modified":"2026-05-20T11:07:04","modified_gmt":"2026-05-20T11:07:04","slug":"sathyanarayanan-rs-article-published-in-et-brand-equity","status":"publish","type":"post","link":"https:\/\/krea.edu.in\/ifmrgsb\/sathyanarayanan-rs-article-published-in-et-brand-equity\/","title":{"rendered":"Sathyanarayanan R\u2019s article published in ET Brand Equity"},"content":{"rendered":"\n
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An article titled ‘When Brands Go Off-Label: From KitKat Crackers to Gandhi Cigarettes’ by Sathyanarayanan R, Sundram Fasteners Associate Professor, Marketing, IFMR GSB has been published in ET Brand Equity <\/em>from The Economic Times.<\/em><\/p>\n\n\n\n

From the shocking Mahatma Gandhi Cigarettes to Facebook Flowerpots to Chiranjeevi Dhabas, celebrity and leading brand names have long served as powerful attention magnets. Some uses are authorized. Some are not.<\/p>\n\n\n\n

Sathyanarayanan’s article explores what such cases mean for brand managers. When to tolerate, when to intervene, and how brands such as Netflix, FedEx, and Rolls-Royce have responded to similar situations. It also draws on academic research on the possible benefits of open branding.<\/p>\n\n\n\n

Read more<\/a><\/strong><\/p>\n<\/div>\n\n\n\n

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\"\"<\/figure>\n<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

An article titled ‘When Brands Go Off-Label: From KitKat Crackers to Gandhi Cigarettes’ by Sathyanarayanan R, Sundram Fasteners Associate Professor, Marketing, IFMR GSB has been published in ET Brand Equity from The Economic Times. From the shocking Mahatma Gandhi Cigarettes to Facebook Flowerpots to Chiranjeevi Dhabas, celebrity and leading brand names have long served as … <\/p>\n

Continue reading “Sathyanarayanan R\u2019s article published in ET Brand Equity”<\/span><\/a><\/p>\n","protected":false},"author":12,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":"","_links_to":"","_links_to_target":""},"categories":[23],"tags":[],"class_list":["post-41553","post","type-post","status-publish","format-standard","hentry","category-spotlight","entry"],"yoast_head":"\nSathyanarayanan R\u2019s article published in ET Brand Equity - Premier & Leading B-School of India |Best MBA in Finance| Data Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/krea.edu.in\/ifmrgsb\/sathyanarayanan-rs-article-published-in-et-brand-equity\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Sathyanarayanan R\u2019s article published in ET Brand Equity\" \/>\n<meta property=\"og:description\" content=\"An article titled ‘When Brands Go Off-Label: From KitKat Crackers to Gandhi Cigarettes’ by Sathyanarayanan R, Sundram Fasteners Associate Professor, Marketing, IFMR GSB has been published in ET Brand Equity from The Economic Times. From the shocking Mahatma Gandhi Cigarettes to Facebook Flowerpots to Chiranjeevi Dhabas, celebrity and leading brand names have long served as … Continue reading "Sathyanarayanan R\u2019s article published in ET Brand Equity"\" \/>\n<meta property=\"og:url\" content=\"https:\/\/krea.edu.in\/ifmrgsb\/sathyanarayanan-rs-article-published-in-et-brand-equity\/\" \/>\n<meta property=\"og:site_name\" content=\"Premier & Leading B-School of India |Best MBA in Finance| Data Science\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/KreaUniversity\/\" \/>\n<meta property=\"article:published_time\" content=\"2026-05-20T11:07:02+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-05-20T11:07:04+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www-cdn.krea.edu.in\/ifmrgsb\/2026\/05\/DrSathyaRam.png\" \/>\n\t<meta property=\"og:image:width\" content=\"500\" \/>\n\t<meta property=\"og:image:height\" content=\"500\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Ram Kumar\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@kreauniversity\" \/>\n<meta name=\"twitter:site\" content=\"@kreauniversity\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Ram Kumar\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/krea.edu.in\/ifmrgsb\/sathyanarayanan-rs-article-published-in-et-brand-equity\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/krea.edu.in\/ifmrgsb\/sathyanarayanan-rs-article-published-in-et-brand-equity\/\"},\"author\":{\"name\":\"Ram Kumar\",\"@id\":\"https:\/\/krea.edu.in\/ifmrgsb\/#\/schema\/person\/b3f92dc0ff4e2560a8277afd8e8bd7b2\"},\"headline\":\"Sathyanarayanan R\u2019s article published in ET Brand Equity\",\"datePublished\":\"2026-05-20T11:07:02+00:00\",\"dateModified\":\"2026-05-20T11:07:04+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/krea.edu.in\/ifmrgsb\/sathyanarayanan-rs-article-published-in-et-brand-equity\/\"},\"wordCount\":120,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/krea.edu.in\/ifmrgsb\/#organization\"},\"image\":{\"@id\":\"https:\/\/krea.edu.in\/ifmrgsb\/sathyanarayanan-rs-article-published-in-et-brand-equity\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www-cdn.krea.edu.in\/ifmrgsb\/2026\/05\/DrSathyaRam.png\",\"articleSection\":[\"Spotlight\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/krea.edu.in\/ifmrgsb\/sathyanarayanan-rs-article-published-in-et-brand-equity\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/krea.edu.in\/ifmrgsb\/sathyanarayanan-rs-article-published-in-et-brand-equity\/\",\"url\":\"https:\/\/krea.edu.in\/ifmrgsb\/sathyanarayanan-rs-article-published-in-et-brand-equity\/\",\"name\":\"Sathyanarayanan R\u2019s article published in ET Brand Equity - 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