Branding As The Foundation Of Sustainable Competitive Advantage

Topics:
Brand Management
Tags:
Branding,
Competitive Advantage,
Interbrand,
Management,
Marketing,
Strategy
Source:
Interbrand

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Overview: Branding is identifying or creating, and then exploiting, sustainable competitive advantage. The general description of branding as “delivering all the promises and perceptions that the organization wants its constituents to hold”, is widely accepted among those who teach and practice the art and science. Determining the sustainable competitive advantage is a function of branding research into the market needs, company’s strengths and competitors weaknesses.

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Format: HTML | Date: Jan 2003 | Pages: 1

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