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- W2466237657 abstract "Brand has an important role as a firm’s strategic resource. Recently, they play not only for product identity, differentiating from others or as a logo, symbol; but also as a strategic asset by which the firm capabilitiesand core competence can increase. This research exlpore the brand as a firm strategic asset and focus on its dynamic of competition in industry. Specifically, this research aim to identify the role of brand as one of firm resources to catch up its competitive advantage. Using winner brands which follow the Indonesian Best Brand Award (IBBA), the research analyze with VRIN (Valuable, Rare, Inimitability, Non-substituability) framework. The result show that the winner are brands of company that have long history in industry. Not only, have an experience, those companies also have a tremendous money to promote through the intensive advertising. As a consequence, they facing a volatile competition in industry. From the VRIN framework, all brands become a strategic resource of their company." @default.
- W2466237657 created "2016-07-22" @default.
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- W2466237657 date "2013-01-01" @default.
- W2466237657 modified "2023-09-23" @default.
- W2466237657 title "Brand as a Strategic Asset and Its Competition in Consumer Product Industry (Empirical Study of the Brand Earned Indonesian Best Brand Award 2011)" @default.
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