Brand building challenges for fast moving consumer goods

Abstract

In this paper, we examine the challenges in managing brands in fast-moving consumer goods and the importance of brand identity. In order to highlight the strengths of FMCG, the study was conceptualized with the intention of strengthening and enhancing various initiatives. We conducted this study in response to the need felt by the FMCG sector or that could be realized by them for identification of the need for branding. In this study, we examine the importance of branding as a marketing principle applicable to entrepreneurs who strive to stimulate demand and gain an advantage over their competitors. The purpose of this study was to provide a contribution to the literature by identifying the challenges associated with brand building in FMCG Industry. It is the goal of this study to increase the knowledge of brand building challenges in FMCG sector. There are several factors involved in developing a brand, building one that is unique, conveying the message, being fast in communication, branding resources, prejudices against branding, crystallizing the brand image, constant communication, staff commitment to the brand, and collaboration between marketing and research and development. The ability to successfully manage a brand appears to be one of the major keys to success in a global market, where competitive advantage is not necessarily determined by a company's size or resources.