The Role of Marketing Strategy: Brand Based for Sustainable Competitive Advantage

Teshome Bekele Nege


This systematic review's main objective is to offer a thorough assessment of the body of knowledge regarding the importance of marketing strategies that are based on brands and give a lasting competitive advantage. During the systematic review, the papers were filtered using the screening criteria. The review papers were pulled from the Google Scholar, Science Direct, Springer, Research Gate, and Emerald databases. The paper looked at a total of 43 publications. The papers that met the inclusion and exclusion criteria were then evaluated, and a systematic review's included papers were chosen for analysis. The examination focused on the management consequences as well as the function of branding-based marketing strategies as a sustainable competitive advantage. Following a review of the literature, we discovered that branding is important for commanding a premium price, increasing organizational performance while maintaining success through internal branding, enabling innovation through the recruitment of qualified and talented employees, operating in a sustainable manner, maintaining customer loyalty, and enabling successful IT usage. This study is significant because it provides current and pertinent general perspectives on the role of marketing strategy, which is based on a brand-based, sustainable competitive advantage. Additionally, the paper contributes to the field of management by conducting a systematic analysis of the various pieces of available literature-based evidence.

Keywords: Market strategy, brand, Competitive advantage.

DOI: 10.7176/IEL/14-1-03

Publication date: January 31st 2024

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ISSN (Paper)2224-6096 ISSN (Online)2225-0581

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