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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

Author

Listed:
  • Zaki Muhammad Abbas Bhaya

    (Academic Studies Economic)

  • Basim Abbas Kraidy Jassmy

    (Academic Studies Economic)

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

Suggested Citation

  • Zaki Muhammad Abbas Bhaya & Basim Abbas Kraidy Jassmy, 2017. "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," Business Management, D. A. Tsenov Academy of Economics, Svishtov, Bulgaria, issue 2 Year 20, pages 5-27.
    • Handle: RePEc:dat:bmngmt:y:2017:i:2:p:5-27
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    File URL: http://hdl.handle.net/10610/3246
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    More about this item

    Keywords

    brand; competitive advantage;

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General

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