Vol. 12, Special Issue 7 (2023)

Building a strong brand identity and keeping a competitive edge is essential for the success and survival of any firm in today's competitive market, especially in the food industry. This Study seeks to evaluate the Consumer-based Brand competitiveness of a case firm producing Rice and Potato based food products in Tamil Nadu, India. Erode and Tiruppur districts were purposively chosen as study areas with 100 sample respondents. Principal Component Analysis was used to analyze the data for this study. The research found that the Case firm has a clear competitive advantage in the aspects of providing better value products, Functional Benefits (Proper snacks), better quality products and Experiential Benefits (Availability).