Read the full report The Business of Branding – Global
September 2, 2025 – Branding has long been central to FMCG companies, aiming to create recognizable and trusted identities that influence consumer behavior and drive financial value. Traditionally supported by mass media and consistent messaging across packaging, advertising, and promotions, branding now faces challenges from declining media influence, digital retailing, and shifting consumer trust. The COVID-19 pandemic accelerated these changes, prompting a reassessment of brand relevance. Questions now arise about whether long-established brands remain strong assets or risk becoming outdated, and what strategies can sustain or revive branding in the modern FMCG landscape.
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