ABSTRACT

The purpose of this chapter is to review the diverse ways of positioning and sustaining brands against competitors. It explores the two broad types of brand competitive advantage – being cost-driven or value-added, and considers how value chain analysis can help identify the sources of competitive advantage. In considering the competitive scope of brands, strategies to develop different brands are reviewed. Methods of sustaining competitive advantage are described within a context of clarifying who competitors are and how their responses can be anticipated. The strategic implications from a knowledge of brand share are presented. Characteristics of winning brands are presented. Issues about building or buying brands are raised and a structured approach to brand extensions is described.