Brand ecosystem as a sustainable competitive advantage for enterprises and a research

Enterprises create value with their assets and talents. Created values are enriched while being relayed through the value chain. Superiority of value ceated to competition creates sustainable competitive advantage. Branding is the best way to express the value created to consumers. Brands offer customers set of value and the more these values match customer demand, the easier it is for them to have sustainable competitive advantage. Brand ecosystem takes into consideration the brand value of the enterprise at every process and tries to reinforce it at each step. This study analyses the brand ecosystem, as a whole that emphasizes brand value and value chain, being the differentiator for sustainable competitve advantage.