إستراتجية العلامة التجارية كأداة لتحقيق الميزة التنافسية من جهة نظر عينة من المستهلكين لمنتجات القولية للمياه المعدنية والمشروبات الغازية

Abstract

The brand is a link between the firm and the consumers, which distinguish the products of the firm from the rest of its competitors. The firm Golea is one of the most important firms active in the mineral water and sparkling drinks sector being active in the southern regions, and works hard to distinguish its brand, because of its fame. The aim of this study is to highlight the steps taken by the brand strategy and the extent to which it achieves the competitive advantage of the firm, to ascertain the extent of the corporation's interest in the brand strategy and to know the extent of the brand's contribution to achieving competitive advantage in the local market. The study community consists of various consumers of the products of Golea in Ghardaia and Golea state, and a convenient sample of 74 individuals was selected. One of the most important results of the study is that there is a strong correlation between the brand strategy and the competitive advantage of the firm under study. The independent variable the brand strategy also influences the competitive advantage of firm in its various dimensions (price, quality, product delivery)