Abstract
Brand value is an important concept that provides a competitive edge for businesses. In this exploratory study, we argue that perceived quality is the single most important determinant of brand value for a given brand. Through secondary data analysis of 14 countries, we identified the brand value gap that exists between Sri Lanka and other nations within and outside the region. For this, we developed an aggregate measure that was defined as the mean per capita brand value (MPCBV). We found that Sri Lanka does not perform badly in MPCBV at the regional level, but compared to developed nations, Sri Lanka lags way behind, in part because developed countries are branded highly as nations. We proposed a conceptual framework to suggest avenues to increase the competitiveness of Sri Lankan products and services globally. Our conceptual framework demonstrates that the role of quality can be analytically generalized to any developing nation.
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Acknowledgment
The authors are indebted to research scientist Dr. Chanjief Chandrakumar of Massey University, New Zealand, for providing insights on sustainability.
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de Silva, P.M., Gunawardana, K.D., Jayamaha, N.P. (2021). Position of Sri Lankan Products in the Global Market: A Comparison of Brand Values. In: Dhiman, S., Samaratunge, R. (eds) New Horizons in Management, Leadership and Sustainability. Future of Business and Finance. Springer, Cham. https://doi.org/10.1007/978-3-030-62171-1_1
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