Branding, as it is understood today, is best described as the value a consumer derives from a product. Let us first understand what brand management is. We looked at the journey of few modern brands and picked up a few tenets of wisdom.

Brands seem to have taken this whole 'purpose' thing too far. Every brand wants to stand for something noble. I don't mean on the CSR front. I mean specifically on the advertising side of things. What do you think has lead to this wave? Is it a good trend? Or is there some such thing as too much brand purpose?