Brand management strategies for building and sustaining strong brands in the fast moving consumer goods (FMCG) industry in the global marketplace.
| dc.contributor.author | Klouvatou, Kyriaki | en |
| dc.date.accessioned | 2024-06-20T10:28:03Z | |
| dc.date.available | 2024-06-20T10:28:03Z | |
| dc.date.issued | 2024-06-20 | |
| dc.identifier.uri | https://repository.ihu.edu.gr//xmlui/handle/11544/30466 | |
| dc.rights | Default License | |
| dc.subject | Fast moving consumer goods (FMCG) | en |
| dc.subject | Brand management strategies | en |
| dc.title | Brand management strategies for building and sustaining strong brands in the fast moving consumer goods (FMCG) industry in the global marketplace. | en |
| heal.abstract | This dissertation was written as part of the MSc in Strategic Product Design at the International Hellenic University. In the fast-moving consumer goods (FMCG) market, where changes happen quickly, the art and science of brand management are crucial in defining a company's ability to succeed and endure. This study investigates the many approaches used in the FMCG industry globally to establish and maintain strong brands. In addition to clarifying important ideas that serve as the basis for successful strategies, the research explores the historical development of brand management. It closely examines how brand strategies interact with industrial conditions, especially after gamechanging incidents like the COVID-19 epidemic. Because FMCG products are perishable, brand management requires creative and adaptable solutions. The study delves into the details of freshness, distribution dynamics, and industry reactions to external disturbances, all while navigating a complex web of obstacles. With a focus on the importance of consumer trust, loyalty, and the necessity of astute distribution strategies in the global marketplace, proactive brand management takes center stage. Resilient supply chains that guarantee product freshness, profitability, and sustainability are key components of success, and they are driven by modern technologies. The paper examines the mutually beneficial link that exists between investment decisions and consumer behavior, drawing comparisons between the financial markets and the FMCG sector. It examines how behavioral biases, market oddities, and information openness affect brand strategies, highlighting the relationship between consumer-focused and economic factors. Environmental regulations and consumer trends present a twin challenge for sustainability initiatives, necessitating flexibility and agility from FMCG companies as well as investors. Focusing on case studies, the research examines both successful and poor brand management initiatives, with notable examples including Coca-Cola and Nestle Maggi Noodles. It looks at marketing strategies, advertising campaigns, and the nuances of brand identity design. Analyzing brand failures, like those of Nestle Maggi Noodles and Coca-Cola, reveals important insights for scholars and practitioners.In the study's conclusion, major conclusions are examined using data from surveys, interviews, and case studies. It explores the lessons that may be drawn from both achievements and setbacks, offering a diverse range of tactics that are relevant to the ever-changing FMCG sector. By providing a sophisticated perspective of brand management in the global marketplace and suggestions for future research projects in this dynamic sector, the research adds to the body of knowledge already in existence. | en |
| heal.academicPublisher | IHU | en |
| heal.academicPublisherID | ihu | en_US |
| heal.access | free | en_US |
| heal.advisorName | Tsourela, Maria | en |
| heal.committeeMemberName | Katsaliaki, Korina | en |
| heal.dateAvailable | 2024-06-03 | |
| heal.language | en | en_US |
| heal.license | http://creativecommons.org/licenses/by-nc/4.0 | en_US |
| heal.publicationDate | 2024-06-04 | |
| heal.recordProvider | School of Science and Technology, MSc in Strategic Product Design | en_US |
| heal.type | masterThesis | en_US |
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