Branding aims to create an identifiable name, symbol or design, or a combination of these to distinguish the products of a producer. Brand plays a significant role in demand creation and customer retention for any product. The importance of branding is immensely felt in case of Fast Moving Consumer Goods (FMCG) products where close substitutes are readily available and imprint of the product on the customers’ minds decide the actual sale. The advertisers aim for brand association, brand distinction and brand recognition due to closeness of substitutes. In this study, 50 leading FMCG products were selected from 9 sectors and their branding strategies along with the core messages as displayed through those advertisements were assessed. It is seen that the brand name, logo and slogan are given immense importance by the advertisers. The more intense is the competition, the more aggressively the brands are emphasised through advertisements.


Advertisement, Brand, Logo, Market, Sales,


Metrics Loading ...


  1. Afreen, M. (2018). Branding strategies of FMCG companies: A case study, International Journal of Research and Analytical Reviews, 5(4) 162-170.
  2. Grinsven, B. and Das, E. (2014) Logo design in marketing communications: Brand logo complexity moderates exposure effects on brand recognition and brand attitude, Journal of Marketing Communications, 22(3) 256-270. https://doi.org/10.1080/13527266.2013.866593
  3. Kohli, C. and Labahn, D. W. (1997). Creating effective brand names: A study of the naming process, Journal of Advertising Research, 37(1) 67-75.
  4. Mahajan, N. (2014), An exploration of impact of logo redesign on brand image, Global Journal of Finance and Management, 6(3) 209-216.
  5. Mary, J. H. and Majken, S. (2001). Bringing the corporation into corporate branding, European Journal of Marketing, 37(7/8) 1041-1064. https://doi.org/10.1108/03090560310477654
  6. Moisescu, O. and Gica O. A. (2007). A comparative analysis regarding brand name strategies, Revista Tinerilor Economişti (The Young Economists Journal), 1(9S) 79-86.
  7. Nan, F. (2014). Building a Strong Brand and Managing Brand, ASEE Conference Paper, April 3-5, University of Bridgeport, Bridgeport.
  8. Tanya, S.B. (2015). Brand and Branding, Wiley Encyclopaedia of Management Publisher: John Wiley & Sons Ltd.
  9. Upendra, K. M. and Mishra, P. (2012). What is a brand? A Perspective on Brand Meaning, European Journal of Business and Management, 4(3) 122-134.