Cell Biology and Development Studies

ABSTRACT

This mini-review examines the critical relationship between branding and consumer perception, particularly in the context of adulterated foods—products altered to enhance appeal or shelf life, often at the expense of consumer health. Branding significantly shapes consumer beliefs, with strong brands often obscuring the harmful effects of food adulteration. The review highlights the ethical issues of deceptive branding practices, such as misleading packaging and false health claims, which erode public trust and endanger consumer welfare. By analyzing case studies of brands like Coca-Cola, Maggi, and Cadbury, the review demonstrates how robust branding can influence consumer perceptions, even amidst quality concerns. These cases also reveal how strategic crisis management and ethical branding can aid in reputational recovery. Conversely, examples like the Johnson & Johnson baby powder controversy and Patanjali's Coronil case illustrate the damaging effects of unethical branding and regulatory failures. The findings emphasize the necessity for stronger regulatory oversight and the establishment of global standards to manage the challenges posed by modern branding practices. The review identifies research gaps, particularly the need for studies on the long-term impact of deceptive branding, and proposes policy recommendations and best practices for ethical branding that ensures consumer protection and industry integrity.

Article History

KEYWORDS

1. Branding ethics
2. Food adulteration
3. Consumer perception
4. Regulatory oversight
5. Crisis management