Fmcg Sector - Brand Management

Introduction

The brand identity of a company is based on fast-moving consumer goods, how the customer perceives and differentiates it. The visible elements of a brand are like colors, design, logotype, name, symbol shape form brand identity. Brand identity is the promise/proposa made by organization to its customers. This literature search addresses the brand identity of FMCG brands.

FMCG Sector

FMCG items are products that sell products such as milk, chewing gum, fruit and vegetables, toilet paper, soda, beer and over-the-counter medicines at a relatively low cost and quickly. They are usually consumed by everyone. Although the profit margin is low on an individual basis, the sales volume of these products is very high. Procter & Gamble, Nestle, Unilever, Anheuser-Busch, PepsiCo, Coca-Cola, Philip Morris International and L’Oreal Group are the some of largest FMCG companies that operating in many different regions of the world. The FMCG sector has a significant share of the world market. According to the Consultancy the 2015 ranking shows that Nestle is largest FMCG company with $100.2 billion in sales ( 2016, para.3). Acconding to this, we can say that FMCG products are used by a very large number of people in the world.

Customers do not think too much about buying FMCG products, and often they quickly get the cheapest or pre-existing product on their minds. So, the relationship of companies to their customers is very important. Chikweche said that understanding clients well and establishing good relationships with them is vital for a company to be sustainable (2013, p. 295-309). Along with the technology of the twenty-first century, companies increased budgets for their Customer Relationship Management (CRM) departments and created advanced collection systems and IT systems. As Leahy, since consumers are active in the FMCG markets, their views and attitudes towards relationship marketing should be determined. Beyond that, research tries to determine whether the marketing of relationships is working to meet customers' needs and why and how it can be achieved (2011, p.4-5)

When the brand is placed in memory of the customer, the brand will be heard and will be in front of the brand's competitors. It will be easier for the customer to buy the product. Brand awareness is very important for loyal customers. FMCG products, which are cheap and easy to buy, will make it easier for customers to purchase products on the market when they create a positive brand image and identity in their memory. According to Srivastava, since consumers are associated with daily consumption of everyday products, FMCG products such as soap, toothpaste and shampoo have little problem in their minds and they decide on the brand image of their minds (2013, para.3)

Brand Identity

As Kennedy said that brand identity is created by company-oriented, managerial activities, coded by brand creator and sent to consumers to brand communication (2016, para.8). Considering that brands are dynamic and organic, brand identity is one of the most important issues to consider in brand management. Brand identity is a feature that separates the company from its competitors.

Brands are being built with consumers to increase the value of a brand. Co-creation, interacting with consumers, helps build better, more relevant content. According to Kennedy, managers think that co-creation permits a closer relationship with consumers that facilitates the development of distinctive features of brands (2016, para.23). Creating a strong brand identity for a company is vitally important. Having a good brand identity allows the company to increase its market value in the market and maintain its path more strongly and steadily.

Jan Alsemand Kostelijk said that the relationship between the brand image and the customer can be further divided into research ,which the relationship between the brand's image and the customer's own image. It is supposed that customers often seek brands that comply their image. (2008, p.4-5). Undoubtedly, the brand that today's companies market and manage is one of their most valuable assets.

Perception of Brand Identity

There