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Building Brand Equity and Consumer Trust Through Radical Transparency Practices.


Building Brand Equity and Consumer Trust Through Radical Transparency Practices

Elena Veselinova and Marija Gogova Samonikov

Business Science Reference


392 pages



Advances in Marketing, Customer Relationship Management, and E-Services


Characterizing brand equity as a source of sustainable competitive advantage, Veselinova and Samonikov show how to elaborate that advantage through unique and thoughtful practices using the concept of radical transparency, thus transforming the company into a "brand company" that grows together with its shareholders. Among their topics are defining the concept of brand equity with radical transparency, how radical transparency can turn the brand equity into a basis for sustainable competitive advantage, combining radical transparency with the brand pentagon, the 3M Company: how to use radical transparency to generate value for the company, and Unilever and its supply chain: embracing radical transparency to implement sustainability. ([umlaut] Ringgold, Inc., Portland, OR)

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Article Type:Book review
Date:Aug 1, 2017
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