Identifying Dimensions of Brand Excellence with Thematic Analysis Approach (Case Study: Fast Moving Consumer Goods Industry)

Brand excellence is an index that measures the degree of uniqueness and differentiation of the brand from the perspective of customers. Due to the fierce competition among brands in the fast-moving consumer goods (FMCG) industry, as well as the rising expectations of consumers in this sector, brands seek to create distinction and unique associations to show their superiority over competitors.

In the current research, semi-structured interviews were conducted with 21 experts in the field of branding and marketing of fast-moving consumer goods (FMCG) industry in Iran. These individuals were selected by the purposive sampling method. After analyzing the data with MAXQDA2020 software, 299 open codes, 65 basic themes, 20 organizing themes, and 6 global themes were counted.

The findings of the research show that the dimensions of brand excellence in the fast-moving consumer goods (FMCG) industry include six global themes: "brand leadership", "brand intelligence", "brand ecosystem", "brand purposefulness", "brand equity excellence (brand strength)", and "dynamic marketing mix".

Based on the results of this research, it was found that the brands that are looking for excellence in the fast-moving consumer goods (FMCG) industry should pay special attention to the 6 listed global themes in their branding strategies.