Isn’t branding only relevant in the fmcg sector?

Branding as a discipline is probably most commonly associated with fmcg (fast moving consumer goods) – physical products bought more or less routinely. Many consumer companies such as Coca-Cola, Unilever, Nestlé and Procter & Gamble have set the standard for brand marketing.

However, brands are developed in every category and it is important to understand what these categories are and how the process of branding differs in each one.

Perhaps the most significant development is the evolution of the organisation brand which introduces the idea of stakeholders as a key target audience.