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The corporatisation of consumer brands Share Via: With easy access to information, thereâs some blurring of lines that placed corporate brands in the hands of stakeholders and consumer brands in the hands of consumers. Which vaccine did you get? If your response was AstraZeneca, and not Covishield, we rest our case. Not surprisingly, in these COVID times, perhaps, some of the most often mentioned brands are Pfizer, Moderna, or Bharat Biotech. Brands that we, as consumers, hardly ever mentioned before. Rashmi Berry Now one might argue that in these times, a heightened need for trust is driving this relative prominence of the corporate brand in the health and hygiene category. But the shift we see is a larger one, across categories. And multi-brand organisations have been responding to it, by both strengthening their corporate brands as well as integrating it better with their consumer brands. ....