مجلة العلوم الاقتصادية والتسيير والعلوم التجارية
Volume 18, Numéro 1, Pages 406-415
2025-06-30
The Transformative Role Of Branding As An Architect Of Sustainable Competitive Advantage
Authors : Chekaoui Smina . َannabi Benaissa .
Abstract
In an era of intensifying market competition and evolving consumer expectations, branding has emerged as a critical yet contested driver of sustainable competitive advantage. Despite its acknowledged importance, its conceptualization and operationalization remain fragmented across academia and practice. This paper synthesizes multidisciplinary perspectives to reframe branding as a dynamic, multidimensional construct that bridges organizational strategy and consumer perception. Through a systematic review of brand definitions and empirical analysis of case studies across industries, this paper maps the evolution of brand theory and its implications for competitive resilience.
Keywords
Brands ; branding strategy ; competitive advantage ; perception ; differentiation
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