The management of the organization in the modern business environment prescribes building of strong brand image in the market. Whether in a competitive environment or not, profitability depends on the presentation of the organization and its products as brands that coincide with customer expectations. In driving the demand for products in the market, competition for customers must form the conceptualized strategy in driving performance. In a competitive market, strategy in edging out competitors must always gain a competitive advantage. Whereas ethical considerations restrict business activities to fair strategies, managers must always aim at increasing competitiveness. Among the most influential competitive strategies adopted by managers, branding the organization and related product lines facilitates creating customer appeal and sustenance.
The brand value associated with a successful branding strategy elevates the productive potential of the organization. A unique presentation of the product may require research and development in the sustenance of a favorable competitive advantage in the market. The uniqueness of a product within the framework of constant information infusion in the market exposes the organization to the inevitable embrace of technology. Innovativeness as a competitive strategy implies that resources employed in research and development keep with the pace of market suspense for better products. Improvement in technology ensures that organizational management adopts highly efficient operations, with less wastage and costs. Profits must equally hit projected growth in order to facilitate operations in a highly competitive environment.