Building brand equity and consumer trust through radical transparency practices
Başlık:
Building brand equity and consumer trust through radical transparency practices
ISBN:
9781522524182
Personal Author:
Yayın Bilgileri:
Hershey, Pennsylvania (701 E. Chocolate Avenue, Hershey, Pennsylvania, 17033, USA) : IGI Global, [2018]
Fiziksel Tanımlama:
13 PDFs (viii, 392 pages) : illustrations, maps
Contents:
Chapter 1. Defining the concept of brand equity with radical transparency -- Chapter 2. Driving 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 competitiveadvantage -- 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.
Abstract:
"This book focuses on the importance of brand equity for long-term companies profitability, taking into account the complexity of the environment as a resultant factor that increasingly complicates the process of creating new value and its effectuation in stable profitability and analyzes the source of sustainable competitive advantage"-- Provided by publisher.
Added Author:
Elektronik Erişim:
Full Text Available From IGI Global 2018 Packages
Dil:
English