permanence to an organization and protect it from the market turbulence and uncertainties. Given its
strategic role, the selected chapters examine and develop a critical understanding of the processes involved in building and managing brands for gaining long-term sustainable competitive advantage. The
book provides an insight into the world of sustainable and competitive branding through thirteen chapters divided into four sections.
In section one, “Branding and Sustainable Competitive Advantage,” the first chapter discusses whether
being perceived as sustainable is a means to achieve a differential advantage. Whereas, the second
chapter on “Are Strong Brands a Source of Competitive Advantage in the Virtual World?” highlights
the importance of customer education and employee training to prevent the erosion of brand image and
loyalty on one hand, and improve perceived service quality and customer satisfaction on the other, for
companies using offshore outsourcing of customer services.
Finally, the third chapter, “Taking Public Health Learning Global through Branding and Identity
Management,” explores potential methods for online branding and identity management. This chapter
addresses an environmental scan of the global public health environment and work implications of the
global branding, along with the engagement and the maintenance of the brand over time.
In section two “Strategic Branding Decisions,” the first chapter, “Exploring key issues in Destination
Marketing,” discusses and presents an analytical framework to effectively communicate the competitive advantage of destinations and market them as brands. The second chapter, “Branding Strategies
for digital TV Channels,” analyses the impact of digitalization on TV marketing strategies focusing on
the role of brand as a loyalty-based resource, available to digital television networks to create a sustainable competitive advantage. The third chapter, entitled “Between Physical and Virtual reality: the case
of Benetton Brand,” identifies the organizational dynamics of the Benetton Company and presents a
perspective theory that seeks to analyze the connections between social representations and corporate
communication.