The Seven Powers is considered an authoritarian source on business moats. https://www.goodreads.com/book/show/32816087-7-powers https://www.goodreads.com/book/

The Seven Powers is considered an authoritarian source on business moats. https://www.goodreads.com/book/show/32816087-7-powers https://www.goodreads.com/book/show/32816087-7-powers It has branding as one of the seven and uses coca cola as an example.