Brand Building to Deter Entry and Its Impact on Brand Value

The authors are grateful for comments from Kristina Brecko, Paul Ellickson, Avi Goldfarb, Wesley Hartmann, Yufeng Huang, Ahmed Khwaja, Mitch Lovett, and Carl Mela as well as audiences at Purdue University, University of California Riverside, University College London, University of Rochester, University of Toronto, Washington University in St. Louis, the 2017 Marketing Science Conference, the 2017 Marketing Dynamics Conference, and the 2018 London Business School Marketing Camp. This paper was first circulated on July 19, 2017. The opinions expressed in this paper do not reflect those of author Bar’s employer. This paper was written before this author began working for his current employer, and since then, there have been no substantive changes to the paper.