1.
| Received
04-Jun-2026 |
Accepted
- |
Published
04-Jun-2026 |
Abstract
Branding Strategy of a firm involve deciding different brand elements applied to the different products and product categories
sold by the firm. Firms have various alternatives with respect to branding strategy which they apply to their products and categories.
This paper suggests how the branding strategy pursued by the firm can be discovered for the firm as a whole and also for different product
category. For the purpose, two tools are used-Brand Portfolio and Brand Hierarchy suggested by Keller is used; the practical implication of
these tools is used to reveal the branding strategy pursued by Indian FMCG firms.
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