Building Brand Equity: Integrated Strategies for Sustainable Competitive Advantage
Authors-Assistant Professor Dr.B. Geethpriya, Mr. Y. Julian
Keyword-Brand equity, branding strategy, competitive advantage, consumer-based brand equity, digital branding, brand identity.
Brand equity has emerged as one of the most critical assets an organization can culti-vate in an increasingly competitive global marketplace. This article examines the theoretical foundations of brand equity and explores integrated branding strategies that enable firms to build, sustain, and leverage competitive advantage. Drawing on Keller's Customer-Based Brand Equity (CBBE) model, Aaker's brand equity framework, and contemporary research on digital branding and co-creation, this study argues that effective branding requires a coherent alignment of brand identity, consumer perception, and organizational culture. The article further investi-gates the role of social media, experiential marketing, and brand storytelling in shaping modern brand equity. The findings suggest that organizations that adopt a holistic, consumer-centric approach to branding consistently outperform competitors in both financial performance and customer loyalty metrics. Practical implications for brand managers and strategic recommenda-tion.
Doi-[https://doi.org/10.5281/zenodo.20353669]