Exploring branding strategies of FMCG, services and durables brands: evidence from India

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...

Ausführliche Beschreibung

Bibliographische Detailangaben

Veröffentlicht in:	The journal of product & brand management 2013-02, Vol.22 (1), p.6-17
Hauptverfasser:	Jit Singh Mann, Bikram, Kaur, Mandeep
Format:	Artikel
Sprache:	eng
Schlagworte:	Advertising agencies Brand equity Consumers Content analysis Durable goods Endorsements Fast moving consumer goods House brands Hypotheses Market strategy Studies
Online-Zugang:	Volltext
Tags:	Tag hinzufügen Keine Tags, Fügen Sie den ersten Tag hinzu!