From the text, from the perspective of the resource-based view, the most compelling reason to think that a well- established brand can be a source of sustainable competitive advantage is that: Consumers will always pay a premium for a recognized brand Brands enjoy protected by trademark law, hence cannot be copied Many governments have established special set-asides for firms with brands Brands are durable, they lose value when transferred between firms, and are costly to create Brand create product differentiation barriers to entry that protect a firm from new entrants