A Study of Anti-branding Antecedents with Special Reference to Redbulls, Starbucks, Adbusters and Walmart

The growing pressure of capitalization on the economies of the world has been on an ever increasing note. With the growing competition in both the consumer market and the industrial market, some of the leading companies tend to cut down on certain important issues of corporate responsibility, social improvement initiatives and resorts to unhealthy measures. With the advent of Internet, the online active community is fighting back. In this paper, we have tried to identify some brands such as Redbull, Starbucks, Adbsuters&Walmart which have been successful without putting much emphasis on branding. We have also tried to see how they have been perceived by the customers in the long run.