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Brands help to build sustained relationships with the consumers. Strong brands lend endurance and permanence to an organization and protect it from the market turbulence and uncertainties. Given its strategic role, the selected chapters examine and develop a critical understanding of the processes involved in building and managing brands for gaining long-term sustainable competitive advantage. The book provides an insight into the world of sustainable and competitive branding through thirteen chapters divided into four sections. In section one, “Branding and Sustainable Competitive Advantage,” the first chapter discusses whether being perceived as sustainable is a means to achieve a differential advantage. Whereas, the second chapter on “Are Strong Brands. | PREMIER REFERENCE SOURCE Branding and Sustainable Competitive Advantage Building Virtual Presence Avinash Kapoor Chinmaya Kulshrestha Branding and Sustainable Competitive Advantage Building Virtual Presence Avinash Kapoor Management Development Institute India Chinmaya Kulshrestha Management Development Institute India Senior Editorial Director Director of Book Publications Editorial Director Acquisitions Editor Development Editor Production Editor Typesetters Print Coordinator Cover Design Kristin Klinger Julia Mosemann Lindsay Johnston Erika Carter Joel Gamon Sean Woznicki Chris Shearer Jennifer Romanchak Jamie Snavely Nick Newcomer Published in the United States of America by Business Science Reference an imprint of IGI Global 701 E. Chocolate Avenue Hershey PA 17033 Tel 717-533-8845 Fax 717-533-8661 E-mail cust@igi-global.com Web site http www.igi-global.com Copyright 2012 by IGI Global. All rights reserved. No part of this publication may be reproduced stored or distributed in any form or by any means electronic or mechanical including photocopying without written permission from the publisher. Product or company names used in this set are for identification purposes only. Inclusion of the names of the products or companies does not indicate a claim of ownership by IGI Global of the trademark or registered trademark. Library of Congress Cataloging-in-Publication Data Branding and sustainable competitive advantage building virtual presence Avinash Kapoor and Chinmaya Kulshretha editors. p. cm. Includes bibliographical references and index. Summary This book explores the processes involved in managing brands for long-term sustainable competitive advantage helping readers better understand the importance of consumers perceptions in brand management --Provided by publisher. ISBN 978-1-61350-171-9 hbk. -- ISBN 978-1-61350-172-6 ebook -- ISBN 978-1-61350-173-3 print perpetual access 1. Branding Marketing 2. Brand name products--Management. 3. Product management. I.
