Building Brand Equity and Consumer Trust Through Radical Transparency Practices

ISBN-13: 9781522524175 / Angielski / Twarda / 2017 / 408 str.

Elena Veselinova; Marija Gogova Samonikov

Opis

Presents emerging scholarly perspectives on the role of branding in organisational contexts and techniques to sustain a profitable and honest relationship with consumers. Highlighting a range of pertinent topics such as risk management, product innovation, and brand awareness, this book is ideally designed for managers, researchers, professionals, students, and practitioners.

Spis treści

• Preface
• Chapter 1: Defining the Concept of Brand Equity With Radical Transparency
• Chapter 3: Radical Transparency and Brand Equity as Key Factors for Successful Business Strategy
• Chapter 4: How Radical Transparency Can Turn the Brand Equity Into a Basis for Sustainable Competitive Advantage
• Chapter 5: Combining Radical Transparency With the Brand Pentagon
• Chapter 6: Evaluating the Brand With Radical Transparency
• Chapter 7: The 3M Company: How to Use Radical Transparency to Generate Value for the Company
• Chapter 8: Unilever and Its Supply Chain: Embracing Radical Transparency to Implement Sustainability
• Chapter 9: Henkel: Radical Transparency and Sustainability
• About the Authors
• Index