[6] A STUDY ON THE ROLE OF MARKETING AND BRANDING IN ENHANCING SERVICE VISIBILITY AND CUSTOMER ACQUISITION AT ABT LOGISTICS: CrossRef D.O.I. :https://doi.org/10.56815/ijmrr.v5si2.2026.43-52

Ms. Ranganayaki C; Ms. Sudharsana N

Authors

Ms. Ranganayaki C Assistant Professor, Department of MBA, Sri Ramakrishna College of Arts & Science, Coimbatore, TN, India.
Ms. Sudharsana N Student, Department of MBA, Sri Ramakrishna College of Arts & Science, Coimbatore, TN, India.

Abstract

The logistics industry has become a highly competitive sector where effective marketing and strong branding play a crucial role in attracting and retaining customers. This study, titled “A Study on the Role of Marketing and Branding in Enhancing Service Visibility and Customer Acquisition at ABT Logistics”, aims to analyze how strategic marketing initiatives and brand positioning contribute to the company’s market presence and customer growth. The research focuses on identifying key marketing practices adopted by ABT Logistics, evaluating their effectiveness in creating brand awareness, and examining their impact on customer acquisition and retention. Both primary and secondary data were utilized, with surveys and interviews conducted among customers and employees to understand perceptions of the brand and its marketing efforts. The findings reveal that consistent branding, digital marketing, and customer relationship strategies significantly enhance service visibility and trust among clients. The study concludes that a strong brand image combined with targeted marketing campaigns can improve competitive advantage, foster customer loyalty, and drive sustainable business growth for logistics service providers like ABT Logistics.