Does branding drive sustainability? Insights from small food enterprises in Bangladesh

Abstract

This study looks at how branding helps both small and heritage food businesses in Bangladesh in the long term. This study uses five case studies, one from a century-old restaurant to a fast-growing burger chain of the present. It shows how owners, often without formal training, built strong brand identities through authenticity and consistency, while focusing on customers. Despite having limited resources, these businesses created trusted brands, attracting loyal customers and, in some cases, expanding across regions. The cases demonstrate that sustainability is not only about profit but also about longevity, employment, and the preservation of heritage. By linking branding with sustainability, the study offers new insight. It shows how small businesses in developing economies can thrive across generations. The findings also challenge the idea that branding is only for large firms. It shows that small enterprises can achieve success and growth through simple and effective branding practices.