Branding in Informal Sector: Qualitative Analysis from a Developing Country Perspective

Abstract

This article discusses branding in informal sector. Unlike the informal organisations, informal business set-ups have different strategies for branding. Branding has always been projected with the vastness of any business with certain level of sustainability and growth. Nevertheless, its association with informal sector has not been discovered yet. In this article, the authors have attempted to explore some basic characteristics of informal businesses and informal brands. A qualitative research approach was adopted for this study. This research provides significant insights regarding the elementary thoughts of informal brands; those will help approaching the researchers to develop comprehensive concepts in the field of branding.