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Building brand equity and consumer trust through radical transparency practices

Record Type:	Language materials, printed : Monograph/item
Title/Author:	Building brand equity and consumer trust through radical transparency practices/ by Elena Veselinova and Marija Gogova Samonikov.
Author:	Veselinova, Elena,
other author:	Samonikov, Marija Gogova,
Published:	Hershey, Pennsylvania :IGI Global, : [2018],
Description:	1 online resource (viii, 392 p.) :ill. :
Subject:	Brand name products - Management. -
Online resource:	http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-5225-2417-5
ISBN:	9781522524182 (ebook)

Building brand equity and consumer trust through radical transparency practices
Veselinova, Elena,1985-

Building brand equity and consumer trust through radical transparency practices[electronic resource] /by Elena Veselinova and Marija Gogova Samonikov. - Hershey, Pennsylvania :IGI Global,[2018] - 1 online resource (viii, 392 p.) :ill.

Includes bibliographical references and index.

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.

Restricted to subscribers or individual electronic text purchasers.

"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"--

ISBN: 9781522524182 (ebook)Subjects--Topical Terms:

559676
Brand name products
--Management.

LC Class. No.: HD69.B7 / V47 2018e

Dewey Class. No.: 658.8/27

Building brand equity and consumer trust through radical transparency practices
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020 $a 9781522524175 (hardcover)
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100 1 $a Veselinova, Elena, $d 1985- $3 1131905
245 1 0 $a Building brand equity and consumer trust through radical transparency practices $h [electronic resource] / $c by Elena Veselinova and Marija Gogova Samonikov.
260 $a Hershey, Pennsylvania : $b IGI Global, $c [2018]
300 $a 1 online resource (viii, 392 p.) : $b ill.
504 $a Includes bibliographical references and index.
505 0 $a 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.
506 $a Restricted to subscribers or individual electronic text purchasers.
520 3 $a "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"-- $c Provided by publisher.
650 0 $a Brand name products $x Management. $3 559676
650 0 $a Product management. $3 560736
650 0 $a Branding (Marketing) $3 568096
700 1 $a Samonikov, Marija Gogova, $d 1984- $3 1131906
856 4 0 $u http://services.igi-global.com/resolvedoi/resolve.aspx?doi=10.4018/978-1-5225-2417-5