THE IMPACT OF THE BRAND IN ACHIEVING COMPETITIVE ADVANTAGE:-AN ANALYTIC STUDY ON ZAIN IRAQ'S MOBILE CELL-PHONE COMPANY IN AL-DIWANIYAH GOVERNORATE IN IRAQ

Authors

Keywords
brand, competitive advantage

Abstract
This research aims to find out the role of the Brand in the process of achieving the competitive advantage from strategic perspective through identifying the important role that the marketing activity has in the work of companies. This research seeks to achieve its objectives through the analysis of decisions and the importance of the Brand in Zain company for communication.

It also demonstrates the Brand's role in satisfying the customers' desires. The researcher has used (Porter) strategies, he supposed that there are three strategies: (Cost Leadership Strategy, differentiation Strategy, Focus Strategy), researcher used (SPSS) for the statistical analysis of the gathered data through the analysis of both of the correlation, regression and (ANOVA).

The researcher reached a number of conclusions and the most important of them was the existence of a strong correlation between companies and brand can be used to achieve the competitive advantage in the Zain company for communication through the services made by its distributional outlets

JEL: M30
Pages: 23

To view the full text of the article click on the relevant button below.

More titles

  • A CONTEMPORARY OVERVIEW OF THE APPLICATION OF COLLABORATIVE CONSUMPTION IN TOURISM

    Collaborative consumption is a current global trend which is changing the way in which people use goods and services. This trend also affects the state of the tourism market. With reference to this the article studies the increased use of this business model nowadays by outlining its main characteristic features and the reasons that have caused ...

  • PROBLEMS AND RISKS OF COMMERCIALIZATION OF INNOVATIONS IN THE RUSSIAN ECONOMY

    According to statistical data, modern development of the innovation activity in Russia has positive trends – Russia’s positions in the Global Innovation Index have improved, the relative share of the organisations engaged in innovation has increased and the volume of shipped innovative products has gone up in the total volume of exports. However, ...

  • ANALYSING THE FINANCIAL VARIABLES OF BULGARIAN MUNICIPALITIES FOR THE PURPOSE OF THEIR FINANCIAL RECOVERY

    Some of the latest supplements to the Public Finance Act deal with the local management of public funds and activities and prescribe a procedure for identifying municipalities in a financial difficulty and adopting measures to overcome it. This paper presents a set of methods for analysing the financial variables of individual municipalities on ...