Building Brand Equity and Consumer Trust Through Radical Transparency PracticesVeselinova, Elena, Samonikov, Marija Gogova IGI Global, 13.07.2017 - 392 Seiten The creation of business value and competitive advantage is crucial to any company in the modern corporate sector. By developing positive relationships with consumers, businesses can better maintain their customers’ loyalty. Building Brand Equity and Consumer Trust Through Radical Transparency Practices is an innovative reference source for emerging scholarly perspectives on the role of branding in organizational 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 interested in the development of value creation in contemporary business. |
Inhalt
1 | |
18 | |
Radical Transparency and Brand Equity as Key Factors for Successful Business Strategy | 63 |
How Radical Transparency Can Turn the Brand Equity Into a Basis for Sustainable Competitive Advantage | 90 |
Combining Radical Transparency With the Brand Pentagon | 113 |
Evaluating the Brand With Radical Transparency | 157 |
The 3M Company | 185 |
Unilever and Its Supply Chain | 319 |
Henkel | 337 |
About the Authors | 390 |
Index | 391 |
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Building Brand Equity and Consumer Trust Through Radical Transparency Practices Elena Veselinova,Marija Gogova Samonikov Keine Leseprobe verfügbar - 2018 |