My Response to Survival of “Regional” Brands (http://khandoker.wordpress.com/2013/10/31/survival-of-regional-brands/#comment-554)

I think the price is not at all the competitive advantage for these regional brands. The only inimitable competitive advantage is the brand stories, i.e., the stories of men behind the brands.The owners (men) behind the brand have some kind of legends known to the people of a particular area and that makes the brand sustainable in the face of national competition. Though the stories/legends are not like those of Richard Branson, Steve Jobs and the likes, but the brands in question own stories which are powerful enough to connect with the people of a particular area.

As we are taught in business schools, building unique, relevant, and strong stories around the brands (or the men behind the brands) are the key to sustainability.

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