Abstract

Sustainable brand positioning has emerged as a strategic imperative in the Indian fast-moving consumer goods (FMCG) sector, driven by evolving consumer values, regulatory shifts, and environmental challenges. This study adopts a structured Multi-Criteria Decision-Making (MCDM) approach, employing Interpretive Structural Modeling (ISM) and MICMAC analysis to identify and analyze the interrelationships among eight key enablers of sustainable brand positioning. The findings reveal a clear hierarchical structure, with environmental concern and innovation capability identified as foundational drivers, while consumer trust and cost considerations serve as sensitive linkage variables. Digital influence and stakeholder engagement emerge as outcome factors, largely shaped by upstream strategic actions. The MICMAC classification further confirms these dynamics by categorizing variables into driver, linkage, dependent, and autonomous groups. These insights provide actionable guidance for brand managers and policymakers seeking to embed sustainability into brand strategy. The study contributes to the sustainability and marketing literature by offering a systems-based framework tailored to the Indian FMCG context, with implications for strategic planning, stakeholder engagement, and long-term brand equity development.

Keywords

Sustainability, Brand positioning, Multi-Criteria Decision-Making (MCDM), FMCG Sector, India,

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References

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