Branding Paradigms in the Fast Moving Consumer Goods Industry

Roxana Wright


The goal of this study is to investigate branding models and whether they distinguish companies on the basis of revenue in Romania. Analysis of covariance is used to explore differences across three clearly identified branding paradigms used by major companies. It was found that, contrary to the commonly held understanding, a traditional branding paradigm that is based on familiarity and local values does not differentiate a firm in terms of revenue. A variety of branding models can be effective if the brand is clearly positioned in the consumers’ minds. Whilst sensitivity to national culture and local preferences remains a priority, companies should not rely on rescriptive models of branding that are steeped in overall market tendencies or emotional heritage. The paper brings evidence on branding in Romania that did not exist previously to enrich the executive and research agendas on sensitivity to local culture and the relationship between branding and firm performance.

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