• Dr Fidelis E. Abba
• Prof. Dr. Özgür Çengel

The essence of this research would be to focus on Branding, which is an effective strategy that provides competitive advantage for international businesses. These strategies for improving competitive advantage include cost leadership, production differentiation and focus strategy. The research employed an online survey questionnaire for the sampling technique. Two hundred and twenty online survey questionnaires were filled by Correspondent. The study used Statistical Package for Social Scientists (SPSS v28) statistical tool for data analysis with conclusive findings. Descriptive statistics, (ANOVA) Analysis of variance, Correlation and multiple regression analysis were used to summarize the result presented. The findings concluded that branding has a major impact on competitive advantage. This study recommends that companies should pursue the establishment of immense branding capacity to ensure their long-term survival and competitive advantage in the strict competition.

Branding, Cost Leadership, Product Differentiation, Focus Strategy, Competitive Advantage

" BRANDING: EFFECTIVE STRATEGIES TO PROVIDE COMPETITIVE ADVANTAGE FOR INTERNATIONAL BUSINESSES", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 7, page no.h67-h77, July-2024, Available :http://www.jetir.org/papers/JETIR2407709.pdf

" BRANDING: EFFECTIVE STRATEGIES TO PROVIDE COMPETITIVE ADVANTAGE FOR INTERNATIONAL BUSINESSES", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 7, page no. pph67-h77, July-2024, Available at : http://www.jetir.org/papers/JETIR2407709.pdf