Please use this identifier to cite or link to this item: http://repository.kln.ac.lk/handle/123456789/17613
Title: Brand Differentiation in Industrial Sector Context: Empirical Review and Case Evidences in Sri Lanka
Authors: Munasinghe, A.
Dissanayake, D.M.R.
Keywords: Brand Differentiation
Brand-Related Behaviors
Competitive Strategies
Industrial Products
Sri Lanka
Issue Date: 2017
Publisher: International Journal of Scientific & Engineering Research
Citation: Munasinghe,A. and Dissanayake,D.M.R. (2017). Brand Differentiation in Industrial Sector Context: Empirical Review and Case Evidences in Sri Lanka, International Journal of Scientific & Engineering Research, Vol 8(6), 1610-1623.
Abstract: This paper reviews theories, models and empirical insights on brand differentiations alongside briefing to industry practices in Sri Lanka. Prior researches have provided a ground reviewing brand differentiation strategies, but this paper attempts to highlight the practice notions in Sri Lankan market in line with the empirical evidences. Literature review was the main strategy followed in building empirical explanations whilst industry-related cases were brought to the paper. Authors conducted some interview with industrial sector corporate managers and professionals to reveal the industry-related practices executed on brand differentiation in Sri Lanka. Besides the empirical evidences, it referred some research reports carried out by companies to provide industry-related research insights to rationalize some arguments. Managers in industrial and consumer durable sector organizations could associate the insights of this paper in patterning respective competitive strategies and brand building strategies to earn effective brand-related behaviors. Authors suggest future research propositions referring industry-related cases in the scope of brand differentiation.
URI: 
http://repository.kln.ac.lk/handle/123456789/17613
ISSN: 2229-5518
Appears in Collections:Marketing Management

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