Exploring branding strategies of FMCG, services and durables brands: evidence from India
KB Saji, B Jit Singh Mann… - Journal of Product & Brand …, 2013 - emeraldinsight.com
Purpose–The paper aims to analyze and compare the branding strategies used in the three
sectors namely FMCG, services and durables. Design/methodology/approach–Based on the
literature review, a more comprehensive list of branding strategies is proposed. A content
analysis of 600 randomly selected brands, 200 from each sector, is performed. The branding
strategies used in the three sectors are explained and MANOVA is conducted to test the ...
sectors namely FMCG, services and durables. Design/methodology/approach–Based on the
literature review, a more comprehensive list of branding strategies is proposed. A content
analysis of 600 randomly selected brands, 200 from each sector, is performed. The branding
strategies used in the three sectors are explained and MANOVA is conducted to test the ...