Sample Research Paper On Strong Brands

Coca-Cola, Sony Corporation, and Nike can enjoy the advantage of remaining in the 21st century. 21st century is a century of the great competition, and the brands that provide continuous innovation will survive. Coca-Cola, Sony, and Nike are constantly providing innovative products to the customers. These companies are implementing value creation strategies by using their creative skills and exceptional resources (Kotler & Keller, 2011). Moreover, these brands have inimitable capabilities for the management of their resources. They have unique skills in order to manage their brands, and retaining their customers for ensuring long term profitability. These firms are leveraging their major competencies in order to exploit more opportunities from the external environment so that they can ensure competitive edge and above above returns.
However, value creation strategies can be imitated by the rivals (Afuah, 2009). But, as a matter of fact these companies are continuously adopting novel strategies, creating imitation as well as duplication difficult for the competitors. These brands can enjoy advantage also because of the fact that they are maintaining substitutes of their core capabilities and core competence. These companies are investing in those strategies that help in increasing the worth of the current resources and competences, and assist to develop new also.
Furthermore, internet is discouraging the competitive advantage of the rivals having brick and mortar model. The technological changes, however, destroy the competitive advantage of the direct competitors. The competitive advantage is, however, associated with the resources of the firm, and the management of the resources of the firm (Harrison & John, 2013). Resources help the companies to formulate strategy, which can help in the generation of the competitive advantage, ultimately paving the way to the wealth creation. Hence, the companies should utilize their resources in an effective manner for making their survival certain in the 21st century.

References

Afuah, A. (2009). Strategic Innovation: New Game Strategies for Competitive Advantage. Routledge: New York
Harrison, J., & John, C.S. (2013). Foundations in Strategic Management. Nelson Education Limited: Canada
Kotler, P., & Keller, K. (2011). Marketing Management 14th Edition. Prentice Hall, New Jersey