Authors:
K. K. Karthick, K. K. Lakshmi, V. Ganesan, P. Baba Gnanakumar, Arul Kumar Natarajan
Addresses:
Department of Management Science, Saveetha Engineering College, Chennai, Tamil Nadu, India. Department of English, Dwaraka Doss Goverdhan Doss Vaishnav College, Chennai, Tamil Nadu, India. Department of Computer Science, Dr G. R. Damodaran College of Science, Coimbatore, Tamil Nadu, India. School of Business and Management, Kristu Jayanti Deemed University, Bengaluru, Karnataka, India. Department of Information Technology, University of Technology and Applied Sciences (UTAS), Muscat, Muscat Governorate, Oman.
Abstract:
The Food and Beverage (F&B) industry is one of the most dynamic and competitive sectors where branding strategies play a crucial role in influencing consumer choices and building long-term loyalty. In the present digital era, brands extend beyond names and logos to embody consumer experiences, values, and aspirations. Traditional branding methods such as television and print media have given way to digital platforms, e-commerce, and mobile applications, reshaping how businesses engage with consumers. This study investigates the branding strategies of organisations in the Food and Beverage (F&B) sector, with a focus on Coimbatore and Chennai. It examines the elements of branding, evaluates consumer awareness, and explores the role of social media in shaping perceptions. Particular attention is given to evolving practices such as ethical sourcing, health-centric product positioning, storytelling, and sustainability initiatives. The research also highlights the shift from product-focused communication to value-driven narratives that emphasise quality, transparency, and wellness. By analysing consumer responses and organisational practices, this study seeks to bridge the gap between branding strategies and consumer expectations in the Indian Food and Beverage (F&B) industry.
Keywords: Traditional Branding; Health-Centric Products; Branding Strategies; Brand Recognition; Consumer Awareness; Consumer Engagement; Sustainability Initiatives.
Received: 27/08/2024, Revised: 18/11/2024, Accepted: 05/01/2025, Published: 05/06/2025
DOI: 10.64091/ATISL.2025.000192
AVE Trends in Intelligent Social Letters, 2025 Vol. 2 No. 2 , Pages: 73-80