Brand and Competitive Advantage of The Company — Example of WSE Selected Companies
Journal Title: Zarządzanie i Finanse - Year 2013, Vol 11, Issue 4
Abstract
This paper presents the results of studies on the effects of brand strength on selected financial measures of competitive advantage and value creation for a number of Polish companies listed on the Warsaw Stock Exchange. The article presents the theoretical assumptions of how to measure strategic competitive advantage and its determinants in the short, medium and long term. Included in the article theoretical considerations on the relationship between the strength of the brand and the selected financial measures of competitive advantages were confirmed by empirical evidence in the study.
Authors and Affiliations
Grzegorz Urbanek
Keywords
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