چکیده:
Branding is an operational strategy to distinguish the industry, besides at present time,
companies and organizations are not only pursuing competition for owning the market
of products and services, but also making effort to align customers' mental perceptions
with themselves (product / brand /).Nowadays, the brand is no longer just a potent
mechanism available for managers. Branding is a strategic requirement that supports
organizations to make more profits for customers as well as sustainable competitive
advantages. Sustainable competitive advantage is essential to maintain the survival of
organizations at present competitive environment. Competitive advantage is an invisible
structure and is inherently complex and demanding to identify due to its latent nature
خلاصه ماشینی:
The role of strategic branding in sustainable competitive advantage Dr Melika molkara Postdoctoral student in Management, Higher Management Education Organization, Tehran, Iran mlym803@gmail.
com Abstract Branding is an operational strategy to distinguish the industry, besides at present time, companies and organizations are not only pursuing competition for owning the market of products and services, but also making effort to align customers' mental perceptions with themselves (product / brand /).
Branding is a strategic requirement that supports organizations to make more profits for customers as well as sustainable competitive advantages.
DR MELIKA MOLKARA 1- Introduction: The challenging and competitive world of present trade- market forces managers to evaluate factors whereby the continuity and success of an organization are affected.
Finally, competitive advantage is the values that the company can offer to customers so that these values are higher than customer costs (Hajipour and Momeni, 140THE ROLE OF STRATEGIC BRANDING IN SUSTAINABLE...
In models that are based on the attitude of the industrial organization, competitive advantage is the opportunity to achieve superior performance through the supply of non-differentiated products at a low price or by offering differentiated products that the customer is willing to pay the price difference.
DR MELIKA MOLKARA Strategic branding creates an enduring competitive advantage through customer loyalty and value creation.
Presenting a Conceptual Model Delineating the Effect of Production and Operations Strategies on Sustainable Competitive Advantage in Iranian Automotive Industry: The Case of Tehran Automobile Manufacturing Companies.
Integrated conceptual model based on integrity to create, maintain and develop marketing capabilities, sustainable competitive advantage and superior business performance.