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 brands, 200 from each sector, is performed. The branding strategies used in the three sectors are explained and MANOVA is conducted to test the...