Brand Identity: A Creation of Identity in the Digital World as a Challenging Investment in FMCGs?

Mr. Munnu Prasad

doi:https://doi.org/10.58419/gbs.v11i1.1112508

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Brand Identity: A Creation of Identity in the Digital World as a Challenging Investment in FMCGs?

Munnu Prasad

https://doi.org/10.58419/gbs.v11i1.1112508

Published Online: July 28, 2025

Author Details ( * ) denotes Corresponding author

1. * Munnu Prasad, Assistant Professor, Department of Commerce and Management, School of Allied Healthcare and Sciences Jain (Deemed-to-be )University, Bengaluru, Karnataka, India (munnuprasad.r@gmail.com)

The study explores the intricacies of structure a brand identity in the digital age which focuses on the fast-moving consumer goods (FMCGs) sector. The study finds the challenges such as a digital saturation, consumer expectations, and also the shifts in the technology. Alongside the strategies for success, which includes the storytelling, adaption of technology, and with sustainability. The Real-world case studies which includes Coca-Cola, Unilever, and Nestle, where illustrating the opportunities and the obstacles in the landscape of evolving the digitalization concept.

Keywords

Brand Identity, Creation of Identity, Digital World, Challenging, Investment FMCGs

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