The Strategic Role of Brand Differentiation in Achieving Competitive Advantage: Evidence from International Brewery PLC

Idris Adigun, Charles Omoera, Sheriff Babatunde Lamidi () and Olumide Oladoyinbo
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Idris Adigun: University of Lagos, Akoka, Nigeria.
Charles Omoera: University of Lagos, Akoka, Nigeria.
Sheriff Babatunde Lamidi: Lagos State University of Science and Technology, Ikorodu, Lagos, Nigeria.
Olumide Oladoyinbo: Lagos State University of Science and Technology, Ikorodu, Lagos, Nigeria.

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Abstract: This study examines the strategic role of brand differentiation in achieving competitive advantage, using International Brewery Plc as a case study. The research investigates the extent to which brand differentiation and positioning influence a firm's ability to gain maximum competitive advantage in the marketplace. With consumers becoming increasingly informed and selective, the ability of a firm to differentiate and position its products effectively has become a critical success factor. The study population included 600 employees of International Brewery Plc, from which statistical procedures selected a sample of 250 respondents. A survey method was adopted for primary data collection, complemented by secondary data from journals, textbooks, previous studies, and online materials. Findings revealed that brand differentiation significantly contributes to competitive advantage, accounting for a 44.2% improvement in the firm's competitive position. Similarly, brand positioning was found to impact competitive advantage positively by 61.5%. The study concludes that both brand differentiation and positioning are crucial strategic tools for enhancing competitive advantage within International Brewery Plc. It recommends that organizations continuously invest in brand strategies that strengthen market positioning and foster customer retention.

Date: 2026-01-16
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Published in Journal of Global Economics, Management and Business Research, 2026, 18 (1), pp.140-150

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